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17 July

GUCCI X MYTHERESA: MYTHERESA LAUNCHES THE FIRST EXCLUSIVE GUCCI MENSWEAR CAPSULE COLLECTION WITH CAMPAIGN FEATURING AUSTRALIAN BAND PARCELS

 

Luxury online retailer Mytheresa is set to launch an exclusive menswearcapsule collec on with renowned Italian fashion House Gucci, which will be available globally on Mytheresa.com from July 15th, 2020. This collec on marks a milestone for menswear at Mytheresa as the largest exclusive collec on debut since the retailer’s category launch in January 2020.

 

 

Taking inspira on from the House’s Pre-Fall 2020 season, a total of 46 pieces are featured and range ready-to-wear, accessories and footwear. A 70s a tude is represented through themes of new tailoring, iconic details and denim; with a color pale e that fuses tones of limestone, bo le, coral, lime green, brick, avio, sky and baby blue with neutral shades of black, ivory, camel, dark brown, taupe, bordeaux and milk. True to the brand’s unique and eclec c aesthe c, addi onal nishing touches include leave-on cu labels, playful mo fs and pa erns, stand-out gold bu ons and quintessen al GG logo elements.

 

 

Tailoring drives overall styling in this collec on with suits found in crinkle corduroy, GG windowpane pa ern, striped classic chalk; and with double breasted jackets in two-tone yarn dyed annel, striped retro regimental and linen co on canvas. Pants are true to the vintage feel of the collec on as cropped ares in tailored military twill, wool cover and washed denim. Accessories include mo f necklaces, vintage shaped sunglasses, silk carrés, printed es with paisley or chains mo fs, bucket hats and baseball caps, a leather du e bag and a north/south mini bag with Horsebit detail. Leather sole tassel moccasins, with the iconic Gucci green-red-green Web, feature in black, cognac and bordeaux in either smooth leather or embossed crocodile.

 

 

The campaign, shot by photographer Bella Lieberberg and art directed by Mytheresa Global Crea ve Director Julian Paul, features notable Australian electropop band Parcels. Selected as crea ves and for their collec ve retro style, keyboardists Louie Swain and Patrick Hetherington, bassist Noah Hill, drummer Anatole Serret and guitarist Jules Crommelin have come together to infuse the dis nct look and feel of the collec on for this campaign. Captured as live performers in a grand upmarket restaurant se ng, the campaign conveys a truly energe c yet luxurious atmosphere.

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