Gucci launches its first lifestyle collection
‘Gucci Cartoleria’ (Italian for stationery) will be presented at a dedicated temporary store in Milan. The new Gucci collection includes notebooks, pens and pencils and writing-paper.
It marks a continued trend seen across the industry for fashion houses designing objects that are far from clothes or accessories, and made with the idea of a branded ‘lifestyle’ in mind
“When I was a child, going to the stationery store and finding pencils, pens, and notebooks .. meant bringing a dream into my daily routine,” said Alessandro Michele – Italian fashion designer and creative director of Gucci. “They were fine, well-made objects that spoke of craftsmanship and that, though part of my everyday life, were able to give off a magical, mysterious and wonderful aura.”
Everything comes with Gucci’s distinct branding and much of the materials are Gucci’s ‘Demetra™’ textile, developed by the house’s own technicians and artisans, who created used it with the same process for tanning with animal-free raw materials that are from renewable and plant-based sources.
The store at Via Manzoni 19 will be open throughout Milan Design Week, until 17 September. For the rest of the world, it hits selected Gucci boutiques and its online store on the 10 September.