What Gucci's AW18 Runway Show Really Means

Leave it to Alessandro Michele to stun the fashion world with an unforgettable spectacle at Milan Fashion Week. From 3D-rendered dragons to models carrying replicas of their own severed heads and a fawn walking the runway, Gucci’s AW18 show is sparking controversy. But what is the significance of it all? Here, some of fashion’s elite opine on the meaning of the Gucci AW18 runway show.

“I’m more like a medieval guy. I prefer to use my imagination than a car or a plane,” says Michele in a recent interview with AnOther Magazine. He continues, “Our hearts and brains were capable of creating things that didn’t exist, from nowhere. Fashion is about an illusion.”

Michele’s medieval reference might explain the 3D-rendered dragon, pictured below. The designer’s Instagram also hints at the inspiration of the show, with a post of this medieval painting depicting a young girl about to be beheaded—most likely for being “different.”
A post shared by Alessandro Michele (@lallo25) on Sep 5, 2017 at 1:18am PDT
Indeed, medieval dragons are worlds away from modern life, then again, some themes of persecution for “being different” resounds in places like Trump’s America. The designer captioned the above Instagram post “PUNK.”

Back in Milan, here are some of the fashion world’s thoughts on the fantastical Gucci runway show.

The Gucci dragon accessory

The Cut’s Stella Bugbee noted that the above dragon at Gucci caused some “confusion.”
A post shared by Stella Bugbee (@stellabugbee) on Feb 21, 2018 at 6:40am PST
Current emotional state: needing to be coddled like the Gucci dragon. pic.twitter.com/QNRocvR9ko
— Alyssa Vingan Klein (@alyssavingan) February 21, 2018

The severed head purse

Carry your extra head in your hand @gucci #MFW pic.twitter.com/qmse7IpTcZ
— Vanessa Friedman (@VVFriedman) February 21, 2018
gucci carrying severed heads down the runway is fashionable, sure. but they definitely stole that idea from kathy griffin
— Alexis Novak (@AlexisGirlNovak) February 21, 2018
Gucci’s runway show for Milan fashion week makes me want my own severed head pic.twitter.com/6VGiuHK57S
— (￣へ￣✿) (@a1andar) February 21, 2018
The severed heads, as well as the fawn and dragon, were created with the help of Makinarium, a “factory of techno-artisans who produce bespoke special and visual effects,” according to Vogue. While a replica of your severed head might be fashion’s newest accessory, you will have to wait at least six months. According to the Gucci Hub, each replica required head scans, 3D-rendering, and molds.
A post shared by ALISHA ELAINE DONALIES (@aed_87) on Feb 21, 2018 at 7:13am PST

Third eye makeup

A post shared by Esther Coppoolse (@esther_coppoolse) on Feb 21, 2018 at 7:11am PST
Gucci models walked the runway with extra eyeballs during a show at Milan Fashion Week https://t.co/0KqHnjz41n pic.twitter.com/P8RuHJnyUQ
— Life/Style (@hellolife_style) February 21, 2018
The House of Gucci tweeted an explanation for the theatrical runway presentation. “The concept of the operating room reflects the work of a designer—the act of cutting, splicing and reconstructing materials and fabrics to create a new personality and identity with them.”

Presenting the Gucci Fall Winter 2018 show space. The concept of the operating room reflects the work of a designer—the act of cutting, splicing and reconstructing materials and fabrics to create a new personality and identity with them. Watch the show live through link in bio. pic.twitter.com/xG0U2EeMcm
— gucci (@gucci) February 21, 2018

About the author

Jill Di Donato

Fashion Editor

Jill is a New York native who holds a BA in Literature from Barnard College, and an MFA in writing from Columbia University. She is the author of the novel Beautiful Garbage (She Writes Press, 2013) about the downtown Manhattan art and fashion scene in the 1980s. A former staff writer for The Huffington Post and Bustle, Jill comes to Culture Trip after working with Refinery 29, Vice, Salon, Paste Style, Los Angeles Times, Nylon, Shopify, Autre, and producing content for emerging fashion labels. She teaches classes about fashion and culture at Barnard College and The Fashion Institute of Technology. Her prized possessions are her Gucci fanny pack, vintage rocker t-shirts, and her grandmother's collection of costume jewelry. She's always on the lookout for a gem-encrusted turban.