A model carries a fake head as she wears a creation as part of the Gucci women's Fall/Winter 2018-2019 collection, presented during the Milan Fashion Week, in Milan, Italy, Wednesday, Feb. 21, 2018. (AP Photo/Antonio Calanni)

Gucci’s tweedy, embroidered, nerdy style is on a huge winning streak

€6.2B

Since Alessandro Michele took over as Gucci’s creative director in 2015, he has breathed a strange new life into the label, boosting sales by 40% to €6.2 billion ($7.6 billion) last year.

Published   |  Photo by AP Photo/Antonio Calanni
A model carries a fake head as she wears a creation as part of the Gucci women's Fall/Winter 2018-2019 collection, presented during the Milan Fashion Week, in Milan, Italy, Wednesday, Feb. 21, 2018. (AP Photo/Antonio Calanni)
€6.2B

How did Michele and Gucci follow this astounding performance on their first runway outing of 2018? By sending models down the catwalk carrying their own heads.

A model carries a fake head as she wears a creation as part of the Gucci women's Fall/Winter 2018-2019 collection, presented during the Milan Fashion Week, in Milan, Italy, Wednesday, Feb. 21, 2018. (AP Photo/Antonio Calanni)
€6.2B
A model presents a creation from the Gucci Autumn/Winter 2018 women collection during Milan Fashion Week in Milan, Italy February 21, 2018. REUTERS/Tony Gentile - RC1E460B0570

Reuters/Tony Gentile

A model carries a fake head as she wears a creation as part of the Gucci women's Fall/Winter 2018-2019 collection, presented during the Milan Fashion Week, in Milan, Italy, Wednesday, Feb. 21, 2018. (AP Photo/Antonio Calanni)
€6.2B

This is the look—which mashes up medieval literature, American baseball, and Asian architecture—that has shoppers rushing to Gucci stores with wallets open.

A model carries a fake head as she wears a creation as part of the Gucci women's Fall/Winter 2018-2019 collection, presented during the Milan Fashion Week, in Milan, Italy, Wednesday, Feb. 21, 2018. (AP Photo/Antonio Calanni)
€6.2B

Gucci’s weirdness is especially popular with millennials, who seem to have grown tired of the same standard beautiful clothes that have paraded down runways for years, and are seeking brands with a unique point of view.

A model carries a fake head as she wears a creation as part of the Gucci women's Fall/Winter 2018-2019 collection, presented during the Milan Fashion Week, in Milan, Italy, Wednesday, Feb. 21, 2018. (AP Photo/Antonio Calanni)
€6.2B
A model wears a creation as part of the Gucci women's Fall/Winter 2018-2019 collection, presented during the Milan Fashion Week, in Milan, Italy, Wednesday, Feb. 21, 2018. (AP Photo/Antonio Calanni)

AP Photo/Antonio Calanni

home our picks popular latest obsessions search