Gucci designer Alessandro Michele has a well-documented obsession with interiors — just see the editorials detailing his perfectly appointed home and office, or the environment created for his spring 2016 show. Now he's brought that vision to the brand's online home. A new Gucci.com went live on Monday featuring larger photography, vertical scrolling and an editorial section.
Upon arrival, visitors are invited to play a clip from the cruise campaign film, featuring dancing models decked out in Michele's Wes Anderson-esque aesthetic in a mansion full of antique furniture and murals. The video sets the tone for the site — it doesn't take itself too seriously, but is produced in the highest quality and demonstrates you can actually live in Gucci's popular loafers and sheer blouses.
The blog-like editorial section, "The Agenda," currently hosts image-driven posts on the fall 2015 and 2016 cruise collections, which aim to "enable users to... connect emotionally with the brand’s new creative vision," according to a statement from Gucci.
But selling product is the site's primary goal — what Gucci calls "the final destination." Product pages allow shoppers to see goods from multiple angles and zoom in on photos, though unlike a growing number of e-commerce sites, there's no video.
The new site has only relaunched in the US and Canada so far, but will make its debut in Europe, Australia and Asia in 2016. Gucci.com currently offers e-commerce in 28 countries and says it receives over 100 million unique visitors per year.