Fashion / Fashion News

Gucci announces collaboration with British streetwear label, Palace

Palace Gucci

Gucci has announced a collaboration with London streetwear brand, Palace Skateboards, with a capsule collection that brings the world of streetwear and luxury together to display a mirrored approach in a single aesthetic expression.

Palace has been a defining underground force in men's fashion in the past decade, and together with Gucci, offers a collection that is quintessentially both the Italian House and the British brand. The collection focusses on sports-driven motifs laced through streetwear ideologies, tapping into a world of fashion without hierarchy, liberation and democracy at the forefront of the concept.

Palace Gucci

In a campaign lensed by Max Siedentopf, a video displays the new collection in an otherworldly circumstance. A British shop front lands in the middle of what can only be assumed is the middle of a busy Milan street, while one model floats through the air into the backyard of a grand manor, where a party takes place. At the party, the regular Guccified suspects are there, dancing and socialising with each other. In one sitting room, a group asks an Alien who has joined the party where he is from.

The collection features house signatures form both brands, in a capsule for all genders. There is an electric blue football jersey that sports both logos, knee high socks which do the same, Gucci's signature mesh monogram lingerie which has been turned in to a string bikini, and Y2K miniskirts with Gucci's tan monogram, featuring blinged-out thong straps that have been embellished with rhinestone letters spelling "Gucci Palace". There are Palace staples like printed hoodies and tri-coloured biker jackets sporting both brand motifs. The Gucci Horsebit loafer – a staple of a 2000s club uniform – is reinvented, dancing a Palace ‘P’ charm, an emblem that also infiltrates Gucci’s iconic monogram canvas.

The collection will be retailed online from October 21st exclusively through Gucci Vault, the concept store launched by Gucci in September 2021. For the first time since its inception, Vault will also be taken offline and IRL, assuming physical form through pop-up stores in Paris, Milan, Tokyo, Osaka, and Bangkok, as well as take overs of Palace stores in London, New York, Los Angeles and Tokyo, the first time the brand has ever allowed another creative to reconfigure these cult destinations.

Watch the Palace Gucci campaign film, below.

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