Gucci DIY (Do It Yourself) moves into its next phase with a diversification of personalisation options for its customers. When the initiative was launched, it was based on Gucci’s Dionysus bag, and now the focus shifts to an extensive programme of customisable menswear, unisex jackets and shoes for men and women. The project is very close to Creative Director, Alessandro Michele, who wishes to enable customers to express themselves through the personalisation of selected products.


The customisation available depends on the garment in question — from fabrics to colours to a wide range of motifs, the options are endless. The patches and embroidery on offer are drawn from Gucci’s lexicon of symbols, including king snakes, flowers and bees. These can appear discreetly on the cuff or the collar of a shirt, or as a large patch on the back of a tailored or denim jacket. For example, a large monogram patch can be applied to bomber, denim and leather jackets. The customer has complete freedom to be as creative and risqué as they want. Gucci DIY will also be available for shoes like the classic Ace sneakers and the iconic Gucci mules, and is applicable to both men’s and women’s styles. Launching during this Milan Men’s fashion week, a dedicated area within Gucci’s flagship store at Via Montenapoleone will showcase the DIY service.