Italian luxury fashion house Gucci has this week broken into the rarefied world of Haute Couture with the launch of the label’s new line, Gucci Première.
Designed by creative director Frida Giannini, the new line will offer high-profile celebrities one-of-a-kind gowns for red carpet events and private parties.
This is the first ever haute couture line for the label, which has previously only offered its clients ready-to-wear.
Gucci’s decision to grow the label within the world of haute couture has surprised the industry, but Giannini supports the movement by saying that the new line has been on the cards for years.
“We frequently received many requests from celebrities, actresses and singers, and it was very difficult because, of course, Gucci was born as a ready-to-wear brand, so we were not prepared to offer this kind of service and to deliver something so special,” Giannini told WWD.
Salma Hayek confirmed rumours of the new line last week at the Cannes Film Festival by stepping out in a floor-length Bordeaux silk georgette one shoulder gown with hip, back and shoulder drape detail and red crystal embroidery at the shoulder and waist.
Hayek was not the only celebrity who chose to debut the collection in Cannes, with high-profilers including Kate Beckinsale, Naomi Watts and Camilla Belle also stepping out in Gucci Première.
Kate Beckinsale wore a silk georgette antique white gown draped and embroidered with silver micro bugel beading with metallic silver thread embellished bust and waist detail.
The third piece from Gucci’s Première couture collection was bestowed upon our very own Naomi Watts, who presented in a pale-pink chiffon gown with delicate embellishment and exquisite detail lines.
Camilla Belle also wore Gucci couture, stepping out in a midnight blue silk sable one shoulder gown with degrade embroidered detail. She accessorised the dress with black satin Première platform pumps and a crystal embroidered box clutch.
The capsule collection is set to compete with haute couture veterans by the likes of Christian Dior, Chanel and Lacroix but will not be seen on the runways during Paris’s Haute Couture Fashion Week, instead sold by appointment only.
“We don’t have any kind of plan in this direction for the moment,” says Gucci creative director Frida Giannini. “It’s more an intimate approach between the house of Gucci and the stars and the celebrities. I don’t think, honestly, it’s in the soul of Gucci to do a haute couture fashion show.”
So in a time where the future of couture has been challenged, the question on everyone’s lips is: will Gucci’s Première collection survive?
Words: Leni Andronicos