He quadrupled the profit, but still the eccentric Gucci boss is kicked out
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Luxury fashion brand Gucci fires its eccentric creative director Alessandro Michele. A big surprise, because he has quadrupled Gucci’s profits in recent years. What will Harry Styles and Jared Leto wear next?

Werner Romans

“Today an extraordinary journey of almost 20 years ends,” said 49-year-old Alessandro Michele on Wednesday evening. The Italian, who came to work for Gucci in 2002 at the request of Tom Ford, has been Gucci’s creative director since 2015. Until its arrival, the famous fashion label was a symbol of sexy and feminine designs, refined with a touch of jet-set.

After which, in 2015, the eccentric Alessandro Michele suddenly became creative director: a man with long hair and beard, hippie clothes, in combination with seemingly collected jewels and bracelets. A shock wave went through the Gucci buildings.

Michele along with superstar Harry Styles. © WireImage

But the gamble of the French mother house Kering – headed by François-Henri Pinault – paid off. The slowly asleep Gucci came under steam again, with Alessandro Michele connecting the Italian luxury brand again with a younger audience, and also with a wealthy Asian audience.

What did the fashion label no harm: in the years that followed, profits quadrupled. But then corona came, then corona ended, the fashion business picked up again, but Gucci lagged far behind the rest of the field in terms of turnover.

According to the fashion magazine Women’s Wear Daily, Gucci management had therefore been urging Alessandro Michelle in recent months to take new, artistic paths with his creations. For example, the important Asian market in particular would have had enough of what was on the shelves at Gucci. But those new designs would not have convinced management.

Big boss Pinault is also said to have indicated that it was time for “change” at Gucci.

Why? Because the rack was out. After 5 great years, Michelle tried to boost the growth of the Gucci label even further through numerous collaborations with restaurants or even the sports brand Adidas. However, according to the fashion critics of The New York Times, his new ideas and designs provoked a yawn rather than the slightest desire.

What will pop stars such as Harry Styles and Jared Letho wear now, the same New York Times wondered on Wednesday. It is still unclear who will succeed Alessandro Michel at Gucci.

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