Via Montenapoleone, Gucci's Milan flagship store, is offering consumers of the luxury fashion brand the chance to do their own clothing customization with its latest seasonal collection.
This means that consumers can adorn their new garments with stunning embroidery work, miscellaneous accessories like collars and cuffs taken from other pieces and much more. The idea for the inclusion of in-store clothing customization is said to be inspired by the DIY fashion culture of the British punk scene in the 1970s. Gucci translates this to its luxury brand by incorporating high-quality accessories that allow its consumers to better identify with their purchases -- giving them the freedom to adjust the designs and make them more valuable.
The DIY clothing customization store features every ounce of extravagance that consumers might imagine, with appliqués displayed with care in a glass case and unique example jackets hanging above.