"“We had already started . . . work on enhancing the brand’s attractiveness, working on exclusivity of the brand, the quality and the efficiency,” Belletini said."
LOL.
I cannot take these people seriously when they say things like that but then consistently put out embarrassing campaigns like this. You talk about enhancing "exclusivity", "attractiveness", and the timeless quality of the brand, and then you put out a campaign filled with GG Canvas on a K-Pop Star in an advertisement that is looks more aesthetically aligned to a brand like Calvin Klein Jeans? SMH.
The sheer desperation that emanates from Gucci right now is nauseating. They are trying far too hard to make this new vision happen to the point where everything they do just reeks of inauthenticity.
Add to that you have the design teams selling one vision, the marketing selling another, and then the CEO's and CFO's selling another. This brand is so lost...