Highsnobiety

Alessandro Michele unveiled Gucci's Spring/Summer 2023 collection at Milan Fashion Week earlier today – and it was wild, if not a little creepy.

Located at the house's Gucci Hub headquarters, what was expected to be a memorable affair thanks to a series of teasers posted to Instagram beforehand proved to be accurate, as Michele delivered another exemplary showcase of his meticulous excellence.

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Titled "Gucci Twinsburg," the show played with the idea of reflections, examining our conceptions of reality, and self (pretty imposing stuff for a Friday afternoon). The brand's latest Instagram post features an animation of Rorschach tests captioned "What do you see? Do you see what it is?", a rather on-brand premise for a house that once referenced the teachings of Sigmund Freud and Jean Baudrillard in an advertising campaign.

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Lately, the Gucci-verse has been on a tear, dropping a third collection with The North Face and releasing a Shining-inspired campaign film, complete with creepy twins and a typewriter. Add in adidas x Gucci, Gucci x Oura, and Harry Styles' "Gucci HA HA HA," and 2022 is shaping up to be a landmark year.

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