The Luxury Brand Launches New Online Initiative Showcasing Refurbished Pieces and Emerging Designers

During Milan Fashion Week, Gucci introduced its new e-commerce platform, Vault, which features a curated collection of refurbished vintage items from the brand, alongside exclusive capsule collections created by young, innovative designers. This new project, championed by creative director Alessandro Michele, reflects his lifelong passion for fashion and collecting, which even predates his work with Gucci.

Michele explained that his deep connection with fashion objects drove the creation of Vault, revealing how the project also allowed him to reconnect with his personal history of collecting. The site features vintage Gucci treasures, such as a meticulously preserved white Jackie bag, and promises to breathe new life into the brand’s iconic pieces.

Among the young designers showcased on the platform is Priya Ahluwalia, a London-based talent of Nigerian and Indian descent. Known for her sustainable, upcycled collections, Ahluwalia was delighted to receive a personal invitation from Gucci, admitting that the message initially seemed too good to be true.

Vault is a strategic move for Gucci to engage with younger, eco-conscious audiences while expanding its narrative beyond traditional fashion shows. By tapping into its vast archive and collaborating with fresh talents, the brand is challenging conventional fashion cycles and embracing the future of sustainable luxury.