The iconic brand is getting ready to party during fashion week.
Talk about playing it close to the vest.
Details about Gucci's party next Wednesday celebrating its 85th anniversary and the launch of a book about the brand have been so closely guarded, the company elected not to build the party space until next week.
Around 500 guests, including press, friends and yet-to-be confirmed celebrities, are expected to attend the event, which kicks off at 10 p.m. Gucci said the space at 3 Via Melegari in central Milan is being specially constructed just for the party.
Gucci's creative director, Frida Giannini, will host the event with Gucci chief executive Mark Lee. Headlining the entertainment will be R&B singer-pianist John Legend, followed by DJ lounge music.
On display during the evening will be the first copies of "Gucci by Gucci"; — a tome penned by fashion journalist Sarah Mower that tells the history of the brand and its celebrity admirers through pictures and text.
The space is being built from black and transparent PVC and features a lobby, lounge, private room, performance area and three bars.
Interior design details include illuminated laser-cut totem poles — from which images of the book will be projected — gray velvet lounge chairs and cushions, and silver chrome tables.
Chocolates featuring the famous interlocking Gs, and of course, Champagne, are among the treats on the menu.
Assouline is paying homage to the late Azzedine Alaïa with a reprint of "Alaïa Livre de Collection.” The book is comprised of photographs of the designer's summer 1992 runway show with models Christy Turlington Burns, Naomi Campbell and Tyra Banks, pictured here at right. #wwdfashion #alaia #tyrabanks
Fall 2018 accessories take on a painterly hue, with Nebulas Blue among Pantone’s top 10 colors of the season. (📸: @jonghyupstudio ; editor: @twallz21 ; stylist and set designer: @haideefindlaylevin ) #wwdaccessories
@americanapparelusa is relaunching the brand outside of the U.S. today, opening its online store to more than 200 countries. The company is also contemplating a return to brick-and-mortar, though details have not been confirmed. In tandem with the expanded distribution is a recasting of a social media ad campagn, called “Back to Basics,” pictured here, with a focus on diversity and a cast of models above the age of 21. Read more on WWD.com #wwdnews #wwdfashion
Exclusive: @britneyspears is continuing to expand her brand. The pop icon, who appears in @kenzo ’s latest campaign, is partnering with Epic Rights to launch a line of branded merchandise. Read @hernameislex ‘s story, link in bio. #wwdnews #britneyspears
The Duchess of Cambridge channeled Princess Diana’s look upon giving birth to Prince Harry, when she and the Duke of Cambridge departed the hospital with the new baby Prince this afternoon in London. #wwdeye #princeofcambridge
The new Prince of Cambridge has arrived! The Duke and Duchess of Cambridge posed with the 8-pound newborn. She wore a look from one of her go-to designers, @jennypackham. Tap link in bio for more. #wwdeye #princeofcambridge
Jewelry label @alisonlou has made a name for itself with fine jewelry that speaks to the Millennial market. Now @twallz21 reports that the label is bringing those playful ideas to a new affordable line of lucite hoops with the launch of Loucite by Alison Lou. Here’s a look from the line modeled by @emrata. #wwdaccessories
@sarahjessicaparker and @gilt are teaming up on a bridal ready-to-wear line. Tomorrow, Parker will launch SJP by Sarah Jessica Parker Bridal — and as part of the launch, Gilt will offer 15 exclusive styles from the SJP by Sarah Jessica Parker footwear collection that were designed to complement the new line. Made out of 10 styles, the line is designed for a variety of occasions, from bridal showers to receptions. Get more details on WWD.com #wwdfashion