Good Lord, Gucci creative director Demna Gvasalia has issued a manifesto on his vision of the brand

Good Lord, Gucci creative director Demna Gvasalia has issued a manifesto on his vision of the brand. These manifestos are always one and the same, but this time reading it leaves a particularly odd sensation.

A little water and pathos to begin with: "A house that has lived many lives. A brand that defined what luxury means and what fashion is capable of."

A little so-called backstory: "More than a century ago it began as a workshop making leather goods and luggage in Florence."

Then comes a set of resounding words, "drama, passion, excess, contradiction, love and hate, triumph and downfall, pride and vulnerability, persistence, chaos, genius", straight out of an eighth-former's essay on an unfinished reading of a play by Ostrovsky.

Then a little of the personal, non-standard vision, à la mode. "I see Gucci as a personality." Very well.

Then a tale of personal immersion: "I completely immersed myself in understanding the 'gucciness' of Gucci." And would it not be odd not to have done so, being the brand's creative director?

"I went to Florence, I went to the Uffizi to see Botticelli's 'Primavera'. For the first time in my life." A man from the fashion industry has visited the Uffizi Gallery and fallen in love with the Italian Renaissance, bravo! At last the author has "understood Gucci's place in Italian culture".

Towards the finale comes a revelation: "I will spare you a technical manifesto about the construction and technical side of this collection, but I will say that overall I intend to make Gucci lighter, softer, more refined, more elaborated, more emotional, sometimes even senseless." If creative directors are going to spare us any account of the technical side and of specifics, leaving only strings of epithets, prettily arranged between commas, then from whom are we to expect this sacred secret?

"I don't want it to be intellectual." Who would doubt it. But thank you for the honesty.

And naturally, how could it go without the mention that "Gucci is the coexistence of heritage and fashion. They are not opposites, but lovers." Is it even possible to write a press release about a brand without the word "heritage"?

I do not know which neural network sculpted this masterpiece out of acqua panna and clichés, but I hope that some other mental resources will be brought in to make the clothes.