Screentime
A Dark Tale of Love and Death Stands to Rouse the House of Gucci
- Murder mystery starring Lady Gaga set for November release
- Italian fashion house suffered a decline during pandemic
Gucci is all too familiar with falling in and out of love. The Italian label’s relationship with consumers has long traced the arc of wild infatuation followed by languishing interest, before a new creative mind rekindles the romance.
In these lockdown times, Gucci isn’t feeling particularly adored. Sales in 2020 dropped for the first time in half a dozen years. Consumers who only a year earlier had clamored for Gucci’s maximalist floral designs and geek chic suddenly found the loud look ill-suited for the age of stay-at-home sweatpants or the somber aesthetic championed by Yves Saint Laurent or Celine.