The ever-stylish Toey Mahadumrongkul donned a flowing kaftan dress made by sewing full scarves to each other at the opening of the Gucci pop-up store in Siam Paragon, last Thursday.
Trocadero Group's chief marketing executive could have worn a G-Timeless watch with a floral pattern to match the dress but instead she strapped on a model depicting Orso, one of Alessandro Michele's Boston terriers.
Gucci has long incorporated animal motifs into its designs, with the creative director adding his own pets to the brand's DNA. Michele's other beloved dog, Bosco, appears with the tongue sticking out on the dial of another watch housed in a light yellow-gold PVD case.
Toey Mahadumrongkul.
The doggie models are among the latest watches and jewellery showcased at the pop-up store during Siam Paragon Watch Expo, until Aug 9.
The only other country where one can buy the special pooch editions is in China, where they are already sold out.
"We managed to get the Bosco and Orso models exclusively for this watch expo. Adorning the GG supreme canvas dial, the canine motifs coincide with the Year of The Dog. The watches will likely appeal to those under this Chinese zodiac sign as well as dog lovers," said Toey, who's been marketing Gucci luxury products in Thailand for a decade.
Since Michele took over as creative director in January 2015, Gucci has been reinvented as playful luxury, to win over millennials in the age group of 18-35 years old, as well as those who think like Generation Y.
This marketing strategy is evident as Gucci-clad actors, Kritsanapoom Pibunsonggram and Kanyawee Songmuang, representing the millennials, presented the new watches and jewellery at the store opening.
The G-Timeless collection with a round face has been updated with 27mm and 38mm variations featuring motifs such as bee, star and heart as index markers. A feline head or a snake motif takes centre-stage on the silver dial of the steel models, with the bracelet in steel or in steel with yellow gold PVD.
Gucci-clad Gen Y: Kanyawee Songmuang and Kritsanapoom Pibunsonggram.
A golden butterfly is embroidered on a red dial of the hibiscus watch whereas a moth and the number 25 stands out against a white dial of another 38mm version.
Symbolic wolf, tiger, bumble bee and kingsnake are featured in Le Marché des Merveilles series with the Web design continuing from the dial to the strap.
"The creative director has made Gucci designs more inspiring and playful, not only the ready-to-wear and leather accessories, but watches -- for instance, by adding spike studs to straps. The watch is very much a part of the total look, in making a fashion statement," said Toey.
The GG logo by itself makes a fashion statement, and a new G-Timeless model boasts a floating hologram effect of the logo on both the dial and strap. On the back of the case is an engraving of the uroboros motif, which also appears in the jewellery collection.
Under Michele's direction, Gucci has added costume jewellery to its portfolio, with a variety of designs for both men and women. The Italian designer wears a ring on every thumb and finger, as an example of how to exalt accessorising and encourages everybody to do the same.
"Rather than minimalistic, the 'more is more' approach results in a beautiful chaos when wearing a Gucci watch along with multiple pieces of jewellery," said Toey.
The Gucci pop-up store is located on the M Floor, Siam Paragon, until Aug 9.
