The raison d'etre of luxury retailers is to create desirability through exclusivity. It's no surprise, then, that the popularity of personalised goods is continuing to grow within the upper echelons of fashion – after all, what stands out more from the crowd than a one-off piece that's unique to the wearer?
For those seeking something beyond what's available off the rack but whose budgets don't stretch to haute couture, there is a middle ground: customisable clothing. It's here that services such as Gucci's DIY really shine. Originally offering customisation only of its Dionysus bag, it has now opened up opportunities for personal expression across its menswear pieces too, as well as unisex jackets and men's and women's shoe collections.
Gucci DIY is inspired by creative director Alessandro Michele's love of punk and its non-conformist attitude, which is particularly apparent in the range of casual jackets. Leather biker jackets feature studs and handpainting, while denim versions come in two different fits and can be personalised with patches. On-trend bomber jackets are available in reversible styles, with options for embroidery drawing on the house's trademark motifs, such as snakes, flowers and bees. Additional options for clothing include the choice of a wide range of fabrics and buttons.
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Another focus for the initiative is eveningwear – an area less explored in the realm of customisation. Formal shirts come in a range of collar and cuff options and, as with Gucci's silk shirts and knitwear, can be embroidered with symbols and monograms. Brightly patterned silk foulard linings are a subtle way to add a flash of colour to jackets and trouser waistbands while for the ultimate in discreet style, you can even add your initials to the insoles of your shoes.
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