Customisation has become a cool factor in expressing individuality, with personalised high-fashion products gaining popularity over recent years.
Hence, Gucci has been expanding its DIY service, which recently came to Bangkok for the opening of the brand's store at Siam Paragon.
"While clients already like our designs, they want to add a personal touch. The service also attracts new clients, and it's a great way to welcome them into the Gucci world," said DIY specialist Andrea Farina.
The Italian luxury label has been revived since the appointment of Alessandro Michele as creative director in 2015. The idiosyncratic designer encourages self-expression through the selection of DIY products, such as unisex jackets, women's ready-to-wear, sneakers and bag.
"Offering freedom of expression, the DIY programme results in unique pieces. Moreover, hand-painted jackets by Italian artisans make one-of-kind masterpieces," said Farina.
Reversible silk bomber jackets boast embroidery and patches. In two washes and silhouettes, denim jackets are in 14oz Japanese denim adorned with patches, and lined in either silk or shearling.
Customisation includes patches and embroidery drawn from Gucci's lexicon of symbols, such as kingsnakes, flowers and bees. The motifs can appear discretely on the cuff or collar, or as a large patch on the back of a jacket. A large monogram patch can be applied to the bomber, denim and leather jackets, as well as sweatshirts.
"You can select the colour, letter or lining, for instance, while initials or name can be put inside the garment and even the jacket's dust bag. We go into great detail to offer a unique service,'' he said.
Though the ABCDEFGUCCI concept, large letters are intarsia-knitted into the garments. The letters, in a contemporary round font, can also be applied to the Ophidia tote bag and Ace sneakers.
The DIY service was showcased for only a week at Gucci's Siam Paragon store, but is available around the clock on the brand's website and in-store app.
