Skip to main content

Discovering the 102 Year History of Gucci in London's Immersive Exhibition

by Molly Gymer

Gucci Cosmos has arrived in London after its success in Shanghai earlier in the year. 

The immersive exhibition, curated by Maria Luisa Frisca, explores the fashion house’s 102 year old history - diving into everything from its creation to present day campaigns. 

The exhibition begins in a replica of the Savoy Hotel entrance; the birthplace of Gucci. 

Gucci-branded bellhops welcomed me in and scanned my ticket (which was only £10), ushering me to join a small group of exhibition goers. 

The iconic Savoy hotel, situated just a five minute walk from the venue, is where Guccio Gucci first worked in 1899 and found inspiration for luxury luggage and fashion. 

From the lobby, we piled into a remake of the famous elevator at the Savoy. The world’s first electric lift or ‘ascending room’ as it was named appeared to climb, through a video plastered onto the walls, and a short introduction to Gucci and its creation played over speakers. 

Down a white spiral staircase I began my journey through the world of Gucci. 

Each space, accessed via a revolving door simulating the hotel-like atmosphere, tells a story. 

First up was the luggage room; bright rotating displays showcased the many travel bags of Gucci history. Staff explained the bags on display from hemp fabric bags made during the fabric shortage in World War II as well as the first GG monogram bag. 

And this was merely one instance where the staff enhanced the event with their friendly and knowledgeable approach, elevating the overall experience.

After already filling my camera storage (we’ve all been there), I carried on through the revolving doors into a wooden tunnel branded with Gucci emblems in the signature red and green colours of the brand and a timeline of the brand’s creation. 

Through the arch I discovered more about some of the most recognisable pieces as well as the history of Gucci directors and collections. 

The next space, immersed in darkness, told the story of the equestrian themes seen in Gucci. (Note: this part featured flashing lights.)  

Into a cave of bright fabrics and stunning white floral installations, the classic Flora pattern was on full display. Here you could check out the detailing up close on iconic items including a stunning Floral Snake suit worn by Jared Leto as well as the Flora pattern beaded onto a classic Jackie bag. I could live in this room. 

While the experience starts in a group, the vast space and many rooms allow you to take it at your own pace with time for photos, reading and to stop and admire displays. 

The journey continues to a room focused around the first unisex suit made by Tom Ford for Gucci in 1996. 

Immediately you’re met by two gigantic statues before following through to a recreation of the Gucci archives in Florence. 

The blue room, a fashion-lover’s paradise, holds historical pieces as well as unreleased bags on offer at the exhibit. Staff explained the boxes on display were the originals flown over from Italy and welcomed me to open drawers and cabinets to discover more history. 

While perusing the extensive collection, a mention of ‘Harry Styles’ caught my attention. 

An unexpected delight, the adjoining room held a huge red box, aptly named the Cabinet of Wonders, revealing garments worn by Elton John, beautiful headpieces and shoes, as well as THE Harry Styles’ Coachella outfit. Sparkling under the light, I can’t lie, I was pretty star struck. 

Eventually I continued to the end of the exhibition, first watching a carousel of classic runway pieces and then into another room, bathed in red, to watch a short film beautifully capturing the essence of Gucci. 

The exhibition wonderfully narrates the beguiling story of such a well known and much loved brand. Not only did I learn, I was able to immerse myself in the world of luxury, in the world of Gucci. 

A must visit attraction for fashion lovers in Londonthe exhibition can be found at 180 The Strand from now on until December 31st. 

Edited by Emily Duff

Most Popular

‘Make Tattooing Safe Again’: Sheffield Based Tattoo Artist Exposed for Indecent Behaviour

 by Emily Fletcher TW: SA, Animal Abuse, Transphobia Photo Credit: @ meiko_akiz uki Recently, an  Instagram account  has been created to provide a  ‘space to safely give a voice to those who want to speak out about the behaviour of one, Sheffield based tattoo artist’. A  total of 40+ posts have been made by the above social media account regarding  one of Sheffield's most popular tattoo artists .  Thankfully, all posts are prefaced with a Content Warning prior to sharing screenshots of the messages that have been sent anonymously to the page. The majority of Content Warnings refer to sexual behaviour, abuse, and sexual assault. It is clear that there is a reoccurring theme within each submission, as many clients appear to have had the same experiences with the tattoo artist. Women, mostly, are being made to feel uncomfortable while being tattooed. One of the most vulnerable positions anyone can be in, tattoo artists should make their clients feel comfortable and safe during the pro

Fashion For a Cause: Brands That Stand with Palestine and the history of fashion as a form of Activism

by Oana-Maria Moldovan For over two months, there has been an ongoing genocide war in Gaza. To simplify a long and horrific issue, the situation that started, on a larger scale, around one hundred years ago, and has only become amplified since October 7th 2023. Taking place around the Gaza Strip, the West Bank, and Israel–Lebanon border, the armed conflict is between Israel and Hamas-led Palestinian militant groups.  The problem is about “stolen” land. Said land is seen as an important holy part of both religions involved. But really, how holy can we consider a land to be, if people kill other people for it? It’s important to remember that this genocide is about three things: forced occupation, zionism, and religion. It’s also important to remember what ethnic erasure is. This terrible expresion, also known as cultural or ethnic assimilation, refers to the process by which the distinct cultural or ethnic identity of a particular group is gradually diminished or erased, often due to ext

Now What? The Aftermath of the 'Manic Pixie Dream Girl'

by Susan Moore Here is a bit about me: I am an open, excitable, creative AFAB who is also moderately attractive. I have a unique sense of personal style and a personality that on the surface can only be described as “bubbly” and “quirky”. For this reason, dating is a nightmare. To be sure, I do not have a hard time finding dates or potential suitors. The problems arise when said dates spend some time with me and decide that I am a rare specimen, and the connection they feel with me is “unlike anything they have felt before”. Then, things go one of two ways.  Either a) they decide I am too high maintenance and no longer palatable, or  b) they choose to never look further than the surface and are content to date the idea of me rather than the real me. There is something rather interesting, perhaps funny, about my situation. It is in no way unique. I have met so many people who constantly dealt with the same problem. Even funnier still, is the fact that there is a trope that simultaneousl