One of the highlights for Gucci is its DIY programme, which has allowed customers to express themselves through identical pieces for men and women, men’s tailoring, sneakers, and signature bag styles of the House, including the Dionysus, Sylvie and Ophidia. This time of the year, the personalisation service has been expanded to Gucci’s knitwear collection, with styles that are interchangeable for men or women.
The knitwear in the new DIY package comes in four base colours – green, blue, red and white, with personalised detailing in large letters that are intarsia-knitted into the garments, incorporated into the knitted body, rather than being appliquéd through the use of patches.
There are three styles interchangeable for men or women, all in 100% wool three-gauge cable knit: a crew neck, a shawl collar bomber and a button-through cardigan. All styles feature stripes around the bottom, on the cuffs and on the sleeves – all in reference to the House Web stripe, whereas on the crew neck, the large letter is displayed on the front, while on the cardigan and the bomber, it appears on the back.
The knitted pieces are packed in a specially designed packaging of decorative cream boxes with black edging, decorated with “ABCDEFGUCCI”. The garment labels show this playful reference to the alphabet in gold text on a green background, with the interlocking GG motif, also in gold, and the blue-red-blue House Web stripe.
The ready-to-wear menswear DIY selection is also expanding to include new designs of decorated sweatshirts, hoodies, tailored jackets, bomber jackets (in silk duchesse or leather), and black stone-washed denim jackets. All can be customised with patches featuring initials, and a choice of linings either plain or patterned.
Gucci customers and fans can customise their personalised DIY items in a select number of Gucci stores worldwide via a special augmented reality app, or online, where an interactive seasonal catalogue is available for visitors to purchase gifts directly, with a sophisticated product configurator allowing customers to imagine what their chosen Gucci DIY item will look like with their own design.
Alternatively, they may do so on the Gucci App, which features exclusive interactive contents to engage customers and promote the spirit of gifting. Like an advent calendar, a special Gucci Gift Box reveals different virtual presents every day by shaking the mobile device at hand, which the users may purchase the products online.
A further section of the App gives users illustrated photo booth stickers of party paraphernalia – balloons, champagne glasses, hats and horns – as well as some Gucci accessories like bags and shoes, which they can apply to festive messages to friends and family. Not to mention, a large variety of seasonal smartphone wallpapers to decorate their devices this season.