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Why the Gucci MX collection is a must-have

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Illustration by Melek Zertal for Frankenstein Magazine Issue 4

Stereotypes are not a trend anymore, and with The MX Project is how Alessandro Michele is reminding us to stop thinking about genders. We live in an era where genders are not meant to be established, that is why liberty and self-expression are the collection’s motto.

As per the definition, the brand stated that this project is “set out to deconstruct preconceived binaries and question how these concepts relate to our bodies. Celebrating self-expression in the name of all gender equality, the House presents MX.”.

The Mx collection as seen at Gucci.com

During these past years, we have seen how the florentine brand has tried to get rid of binary roles. Last year, “Memoire d’une Odeur” was launched as the first non-binary perfume, starred by Harry Styles, singer with whom the brand has been collaborating since the beginning fo his solo career. The launch of the fragrance was the first step to take to become more inclusive.



Inspired in the seventies, the collection includes ready-to-wear, accessories, shoes, and bags where flare trousers and sweaters are the main pieces alongside the Jackie 1961 bag. All the garments are presented for both men and women and created for a daily lifestyle where fashion and comfortability are key.

There is no doubt that MX is a revolution to what we know fashion is so far. These garments are part of the Pre-Fall 2020 and A/W 2020 collection which can be purchased from October on their website as a section has been created for the project. This new project challenges all we have seen so far, and maybe, soon all the brands will follow the same steps.

To commemorate the launch of The MX project, the brand collaborated with the illustrator Melek Zertal, by creating a comic where all characters wear pieces from the collection. The images can be seen in the September issue of Frankenstein Magazine.

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Amazon Luxury and haute couture

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Amazon doesn’t stop surprising us. A couple of days ago, the company launched Amazon Fashion Connects, a platform designed for small and medium-sized brands. This initiative can help designers to showcase their new collections and allow customers to buy the pieces after Fashion Week. On September 15, Amazon launched a luxury store inside their app dedicated exclusively to haute-couture brands.

Instagram post / CARA DELEVIGNE for Oscar de la renta pre-fall2020

According to Christine Beauchamp, president of Amazon Fashion, the aim of this new initiative is to connect more with their customers and what they expect from the website. “We are always listening to and learning from our customers, and we are inspired by feedback from Prime members who want the ability to shop their favorite luxury brands in Amazon’s store” she stated to the press. “We admire Amazon’s customer-centric focus and look forward to telling our brand’s story is compelling and engaging ways to even more customers through the Luxury Stores experience.”

Instagram Post / Cara delevigne for Oscar de la renta pre-fall2020

Oscar de la Renta is the first brand so far, but according to the company, there will be more soon. The brand will sell the Pre-fall and F/w20 including ready to wear, accessories, or beauty products. This platform is only available for eligible Prime members and can only be accessed by an invitation. To improve the customer experience, the pieces will be showcased in 360-degree where the future buyer will be able to change the body type or skin color of the model. This feature is really important as buying virtually will get easier as customers will be able to see before buying how the garment looks like in models with a similar body type or skin tone.

Amazon Post / CARA DELEVIGNE for Oscar de la renta PRe-Fall 2020

Till now, luxury brands refused to partner with Amazon as due to third parties, they weren’t fully in charge of how the brand was managed on the website. On this occasion, the platform will run out as a “store in store” where the management will be carried out by the brand.

Amazon Luxury is only available in the United States for prime members. More designers are going to join the platform in the upcoming weeks. There is no release date in other countries yet.

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“Meet me in Tulum” by Jason Wu

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(Photo: jasonwu /Instagram)

New York Fashion Week started and with it, comes the new trends of what are we going to wear next spring/summer. Jason Wu was in charge of opening the runway, and he did it transporting the audience to Tulum, Mexico with a tropical postcard on his Instagram account.

The main theme of the collection was a holiday in Tulum, a place that the designer considers “home away from home”. The show started with a recreation of a beach of fine sand and tropical trees and palms where a boardwalk was roving through the landscape. The sound of the waves created a more unique atmosphere between the small audience who attended the show.

Instagram post / landscape of the show

Indya Moore, one of the stars of Pose and LGBT+ activist, opened the runway wearing a russet long dress. The outfit was composed with tropical accessories including shells and a coloured necklace mixed with a navy and beige hat on the back. Colour and shape are the main features of this collection.

All looks have a resort-style resembling walks on the beach on the afternoon or daily looks having lunch next to the sea. The coloured palette is one of the highlights of the collection as there is a mix between neutral to vibrant colours alongside different patterns.

Instagram post / Indya Moore opening the show


Another feature is the shape and the movement the pieces have due to the chosen materials who feel light and fresh on the body. With this show, we can assure that big sleeves, Bermuda shorts and oversized garments are still a trend and will continue the next SS21 season.

After the show, the designer talked about equality and hate: “Indya says everything we need to be saying right now. This is the message. It can’t just be beautiful dresses. I don’t talk politics. But I do I talk about equality. In my show notes, I wrote that it’s about sharing love. It’s a very hateful place, this world. And if for 10 minutes we can forget about all the problems we have, then I think my job is done.”

The release date of the collection hasn’t been said yet, but as per declarations of the designer, will be revealed soon in a special format.

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Amazon fashion x London Fashion Week

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The fashion industry is not going through its best moment. This year, and due to the current pandemic and the “rule of six”, London Fashion Week is forced to showcase all designer’s collections online. The impact of sales in this SS21 collections risks to decrease as guests, editors or buyers won’t be able to see the garments live.

To prevent this possible problem, Amazon is going to partner with London Fashion Week where, small and medium-size designers, will be able to showcase their products at Amazon.com

Instagram post

The platform will include the SS21 collections of Emilio de la Morena, Les Girls Les Boys, Kat Maconie, or Grenson among other names. While waiting for the new collection, there are different pieces of ready to wear, accessories, or footwear from previous seasons.

This new initiative will be able for customers to purchase the collections across five European countries: the UK, Germany, Spain, Italy, and France.

Instagram post

According to an interview with John Boumphrey, the Vice President of Amazon in Europe stated that “it’s important to support local businesses, particularly during this time. In the U.K. and Europe, we have some incredible homegrown talent that often doesn’t have the resources or infrastructure to be able to scale their business. This challenge has obviously been heightened by COVID-19.”

Another of the advantages the platform has is the fact that it will feature the BFC (British Fashion Council) foundation fund. This feature will help designers and students to continue their work, which has been deeply affected by Covid-19.

This fund was established in March when the cases in the UK were rising. To help prevent the spread of the virus, the platform launched designer’s face coverings designed in London by Mulberry, Rixo, Halpern, Julien Macdonald, Liam Hodges, and Raeburn.

Amazon Fashion x London Fashion Week SS21 will be aired on the same day as the beginning of LFW, September 17.

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