Gucci’s Parisian flagship looks a little empty after all those years

For the fashion-forward, Gucci’s “House of Gucci” was the ultimate Instagrammable playground. This term alone is a barely qualified descriptor, given that it refers to exactly two objects in the store’s massive Parisian flagship,…

Gucci’s Parisian flagship looks a little empty after all those years

For the fashion-forward, Gucci’s “House of Gucci” was the ultimate Instagrammable playground. This term alone is a barely qualified descriptor, given that it refers to exactly two objects in the store’s massive Parisian flagship, a black stretch-paneled walk-in library/gift shop and an outside marquee that lent the goods access to a thousand glossy magazines and glamorous starlets and socialites. But given the hefty price tag (a cherry-toned “Home” umbrella is listed for $2,900, for example), you can forgive some apparel for not having some kind of nastiness withheld behind the facade.

While the store was a bit of an oasis of modern chic between the sprawling city streets, days of looking like the Sagas must not have been kind to the fabric.

Titled “House of Gucci” on Instagram, the store was notable not only for the captions, but also for those accompanying them, like Chanel’s-loving Giselle (currently the brand’s face) and Chloé on a bed of tea leaves. Then there were stories about the store’s history, such as this one of Prada’s model and brand ambassador Kendall Jenner’s suit.

At its core, these anecdotes sounded a bit hollow. In lieu of a constant stream of snaps, these photos looked more like snapshots: of a single, seemingly innocuous product compared to the avalanche of paparazzi snaps happening around it. But the images could also illustrate the challenges a company faces in a market saturated with information. Take this playful quote about the concept of contemporary luxury, thrown on a picture of one of the store’s signature black shoes: “You wouldn’t need a chair to sit on if you had Gucci.”

So with this room-length mirror pictured here, are you doing it Gucci?

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