On the whole, fashion is becoming increasingly democratic, with top designers teaming up with high-street stores for diffusion lines, and social-media stars occupying front-row seats at runway shows. But among the industry's most devout, exclusivity never goes out of style. And while luxe labels and uniquely tailored pieces might cut it for some, Gucci has found a way to make the covetable even more envy-inducing with its Souvenir collection.
The line comprises leather goods and silks that are given different treatments for different regions. Embroidered patches are applied in varying combinations – Europe's, for example, features a bee and flowers; America's has roses and the text "Blind for Love"; China's has the sacred heart and roses; and in Australia, it's the anchor, heart and roses. The house has also created a special Christmas collection, with pieces displaying the "poisoned heart" – entwined with a coral snake – and flowers.
The embroidery is applied over classic pieces and patterns: headbands in silk duchesse and silk foulard are hemmed by hand and then washed, resulting in a distinctive vintage effect; leather bags of varying sizes, from backpacks to totes to camera bags, come in the GG Supreme pattern trimmed with matt calfskin; and small leather goods such as a zip-around wallet, a card case and a wrist wallet with chain also feature the classic pattern. The Christmas collection, meanwhile, offers an additional flat pouch and two iPhone covers.
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The exclusivity applies to all Gucci stores, store franchises and duty-free shops, as well as online, meaning the offer is genuinely local – and instantly collectible.
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