Gucci

Did you know that the word "Gucci" has been sung more than 22,000 times since 1921? Neither did we, until Alessandro Michele made a trippy film about it to celebrate.

With last night’s collection reveal marking 100-years of the storied Italian house, Alessandro Michele enlisted the help of Balenciaga to bring the party – and it was a dazzling affair.

From Prada gadget cases to Louis Vuitton perspex packs. Don’t try this at home.

Nevermind the seasons, forget the constraints. The Italian house has shown us just how to present a collection in 2020 with their innovative fashion festival, GucciFest, and a mini-series of films co-directed by Alessandro Michele and Gus Van Sant. We take a look behind the scenes.