Nose rings and plenty of glitter: Gucci show reveals ‘dialogue with otherness’

Celebration of the fashion house's 100th anniversary offers a postmodern take on branding

From high street to catwalk, collaboration is a mainstay of fashion now. But Gucci's show on Thursday afternoon - one that celebrated the brand's 100th anniversary - stepped the idea up a gear.

The creative director Alessandro Michele worked with the designs of one of his biggest rivals for influence - Balenciaga's Demna Gvasalia. The resulting items featured the Balenciaga logo and Gucci monogram and looked like very expensive bootlegs. They had exactly the kind of postmodern take on branding that gets a lot of play in the Instagram era.