Gucci’s press notes invoked "the new way in which youth and luxury can seamlessly coexist." The notion that there might be a new generation hungry for her wares has been Frida Giannini’s career impetus. "We don’t care about the old folks talkin’ ‘bout the old style," indeed. Except it wasn’t that "old" catwalk classic that soundtracked her show. Instead, Giannini enlisted MGMT’s "Time to Pretend" ("this is our decision to live fast and die young") to help put her own thumbprint on the heritage of the house.
SS09 Men's GUCCI
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