Milan, Italy (AHN) – Luxury fashion house Gucci has launched a haute couture collection. The line, called Gucci Premiere, was launched in response to the strong demand for one-of-a-kind designs for the red carpet.
Earlier this week, the public has been given a glimpse of the label’s first foray into couture line when Salma Hayek appeared at the opening night of the Cannes Film Festival in a one shoulder burgundy long gown.
Creative director Frida Giannini told WWD, “We frequently received many requests from celebrities, actresses and singers, and it was very difficult because, of course, Gucci was born as a ready-to-wear brand, so we were not prepared to offer this kind of service to deliver something so special.”
“Our ready-to-wear factories do a great job – they have great tailors, but the craftsmanship and the finishing of everything is very different.”
Giannini will be designing a capsule collection that is set to be renewed twice a year. She will also create additional custom-made gowns on request.
She added that Gucci does not have plans of showing the creations on the catwalk, saying the collection is “more an intimate approach between the house of Gucci and the stars and the celebrities.”