Much talk has been made in recent seasons about how designers are increasingly focused on formulating that one perfect "Instagram moment" during their shows — perhaps more so than they are on their actual collections. Over the past seven days alone, we've seen a giant carnival staged on a pier as a runway backdrop (Tommy Hilfiger), a multi-car pileup atop a bed of gravel (Coach), a trompe l'oeil Palm Beach pool constructed inside an art gallery (Thom Browne) and a makeshift museum exhibit (Mansur Gavriel), all of which lit up our feeds and, in turn, built plenty of buzz around the respective events.
However, these brands may have all been outdone by Gucci, which enlisted graffiti artist Trouble Andrew — aka GucciGhost — to tag the façade of its Fifth Avenue store in celebration of his collaboration with the Italian house. For fall 2016, GucciGhost's designs (skulls, stars, diamonds, eggs reimagined as flying saucers and more) popped up on a number of runway looks, including a red fur coat, oversize bomber jackets, a pleated skirt and leather handbags — particularly a tote that reads "REAL," with letters dripping as if they were freshly spray painted.
After Creative Director Alessandro Michele was introduced to GucciGhost — who created his alter ego after dressing up as a ghost using an old Gucci sheet for Halloween a few years back — by photographer Ari Marcopolos, the partnership was born, and Andrew's streetwise, punk-inspired art adds a modern touch to Michele's vintage-leaning collections. On Wednesday, the Fifth Avenue installation was unveiled, after a crew of artists worked overnight (from 8 p.m. to 6 a.m.) to complete it ahead of the launch. You can watch a time-lapsed video of the store's transformation below, and if you find yourself on the corner of 56th and Fifth between now and Oct. 1, you're in for one hell of an Instagram opp.