E-tailer joins forces with Gucci on capsule menswear collection
One-Minute Read
Felix Bischof
Tuesday, July 14, 2020 - 11:17am
Earlier this year, Mytheresa added menswear to its offering. As cooked up at its Munich base, the German luxury e-tailer's recipe for success has been two-fold: in addition to a list of approximately 120 international brands, Mytheresa issues special capsule collections, unveiled periodically and only available on the site.
Since the January 2020 launch, marquee brands Bottega Veneta, Loro Piana and Fendi have sat next to independent makes (Raf Simons, The Elder Statesman and London menswear talent Martine Rose all feature) and special collections forged in partnership with the likes of Valentino and Thom Browne.
For Mytheresa, Prada recently revisited some of 41 of its much beloved sportswear-infused designs from the early 2000s. So far, it's been a successful formula.
"From day one we stood for luxury, timeless and modern fashion, " says Chris Kyvetos, Mytheresa's Menswear Buying Director.
Available from this week, Mytheresa's latest exclusive menswear capsule collection is in partnership with Gucci.
"No other Italian label in history has been able to infiltrate mainstream culture like Gucci, " Kyvetos enthuses. "At a time when fashion trends, fashion tastes and fashion priorities are changing so dramatically, we felt that Gucci was the best partner to send a true message."
For Mytheresa, the Gucci team-up is marks the biggest collection it has issued to date, counting 47 designs in total across ready to wear clothing to accessories and footwear. Modelled by Australian electropop outfit Parcels in a campaign lensed by photographer Bella Lieberberg, the Roman fashion house's Mytheresa collection is heavy on 70s silhouetted tailoring cut from crinkle corduroy, two-tone yarn-dyed flannel and a bold windowpane pattern.
Come for the classics: tasselled Gucci loafers fashioned from black, cognac or Bordeaux leather and accented with the brand's signature green-red-green Web and silk carres printed with nostalgic patterns.
https://www.theweek.co.uk/107502/exclusive-gucci-teams-up-with-mytheresa