Global – Luxury label Gucci is diversifying its digital retail offering with experimental concept store Vault. Immersing audiences in the brand’s past, present and future guises, the site stocks vintage Gucci garments alongside pieces from emerging designers such as Collina Strada and Ahluwalia. Vault also prioritises a sense of discovery through playful editorial features such as ASMR videos and outfit style guides.
Here, the brand is redefining the luxury landscape by fusing its traditional identity with the fresh voices of up-and-coming names in the fashion sector. ‘[Vault is] a time machine, an archive, a library, a laboratory and a meeting place,’ explains a statement on its website. ‘It is in a state of continuous evolution, reflecting the creative director’s passion for experimentation, showcasing restored and customised archive pieces alongside the creations of emerging designers through a poetic and coherent editorial format.’
By spotlighting younger brands that would typically be considered its competition, Gucci is showing how prestigious fashion houses can embrace collaboration as part of a symbiotic luxury strategy.
To maintain relevance among younger audiences, luxury labels must unshackle themselves from the conventions of upholding a heritage status. Take inspiration from Gucci and seek out unexpected collaborations that defy industry norms