gucci harrods

LONDON — Gucci is planning a takeover of Harrods in August that will see the brand fill the Knightsbridge store with a garden theme, complete with floral, butterfly and snake motifs, and a DIY service allowing customers to put their creative stamp on pieces, WWD has learned.

An announcement is expected today.

The monthlong partnership will begin on July 31 and see Gucci take over windows, display areas and digital channels at Harrods with its signature flora, fauna and house motifs.

Gucci’s creative director Alessandro Michele has designed a collection for Harrods that includes limited-edition bags, shoes, sneakers, and ready-to-wear for men and women.

There will also be Gucci DIY areas at the store with items that can be customized with decorative patches in a variety of colors, styles and sizes. Harrods said the collaboration will bring the complete Gucci DIY offering to the U.K. for the first time.

In another exclusive, Harrods customers will be the first in the U.K. to preview Michele’s debut fragrance for women, Gucci Bloom. It will be available exclusively in The Beauty Hall and at special retail spaces in-store from July 31.

Helen David, Harrods’ chief merchant, said the collaboration will give customers the “opportunity to challenge their personal creativity with the same eclectic spirit that Alessandro Michele has brought to fashion.”

“In our floral-festooned Gucci wonderland, aficionados of the brand will be able to personalize their own statement items, from bags and shoes to ready-to-wear, in the ultimate interactive design experience.”

Gucci is no stranger to the high-profile collaboration and neither is Harrods, which has worked with a variety of brands including Chanel, Prada, Fendi and Marc Jacobs on windows, displays, exhibitions and exclusive collections.

Last month, Gucci’s Michele launched his first capsule for Mr Porter, a 43-piece collection, which arrived a year after his special collection for Net-a-porter.

In May 2016, Michele created a one-off, 20-piece collection of rtw, shoes and accessories for Net-a-porter. It was the first exclusive capsule he did as creative director of Gucci.

For that collaboration Michele whipped up a rose print inspired by a 19th-century tapestry that appeared on pieces such as a three-quarter-sleeve scarf blouse with pearl GG buttons and a pleated skirt with nude lining.

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