Fall 2025 in the fashion world is shaping up as a season of challenges. Recent news points to continued consumer resistance for luxury goods. LVMH and Kering reported sales drops of 12% and 25% respectively. The world has turned its back on big marques.
The headlines have not helped the somber situation. Stories of high-priced bags being produced by exploited migrants as well as brands stripping out pieces with lower quality meanwhile rising the prices have sent buyers to scurrying away from the posh boutiques.
Meanwhile, Gucci released photographs of its Fall 2025 campaign. The brand seems to be going through a repositioning, no longer over the top bling but more quiet heritage. Yet, for some reason the inspiration for the images feels more like a high end 90’s GAP portrait adverts than that of an Italian luxury clothing bearer. While veering to the safe side does not mean out of ideas, yet this new approach is a bit of a yawn for a once daring label known for pop culture references with a sexy twist.
The pressure is on newly installed creative head Demna to turn around the ailing house where sales have fallen by 24%. Gucci established itself as a showoff brand in the past few years. Suddenly going soft maybe a hard sail to navigate. Loyal customers buy the shining items to get noticed. Luring new customers who avoided the brand’s showiness could prove daunting. A ringing cash register will judge if Gucci’s new strategy is successful.
Fashion sliding in the mundane lane is a scary thought.