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Gucci bares all at Milan fashion week 2020

Gucci pulled back the curtain on backstage preparations for its Milan fashion week 2020 show, kicking off Italy’s luxury lineup of runways in a unique way. Fashion devotees showed up expecting innovation — and an experience. After all, the show’s invite came via WhatsApp, was followed by the hashtag #GucciTheRitual and, later still, punctuated by a shot of designer Alessandro Michele in his car en route to the event. As showgoers entered the Gucci Hub, they came upon a particular kind of backstage. Instead of the usual focus on the editorial and celebrity who’s-who in the room (initially, anyway), pre-show models sitting pretty and berobed in hair and makeup took the lion’s share of attention. Innovation — and immersion? ...
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