Harry Styles fronts a Gucci collab

The Future. Harry Styles is bringing his eclectic fashion chops to Gucci with a new line called “HA HA HA.” The collaboration with arguably one of the most influential musicians in fashion is part of Gucci’s ambition to reach Millennial and Gen Z customers. But, the clothing line’s sky-high price point (probably more expensive than attending one of Style’s shows) may test whether a young clientele has the money for such a luxury… no matter how much they want it.

Harry’s Style
Harry Styles is moving from Harry’s House to a fashion house.

• According to WSJ, the pop star and Gucci creative director Alessandro Michele designed a collection dubbed “HA HA HA.”
• The high fashion collection, which includes 70s-style “sport coats with meaty lapels, neckerchiefs and glen-plaid topcoats,” will drop this October.
• And don’t expect the clothes to be offered at an accessible price point; Michele says, “it’s about beautiful pieces […] they are not that cheap.”

In true COVID fashion, Styles and Michele designed most of the collection remotely over WhatsApp — don’t be surprised if Meta tries to find a way to use that as marketing.

Gen Gucci
Collaborating with Harry Styles — an artist who has become almost as famous for his fashion choices as his music — is part of Gucci’s plan to attract a younger clientele.

• It collaborated with adidas on a line that included suits adorned with the footwear giant’s recognizable stripes.
• It’s opened virtual stores in The Sandbox and Roblox.
• It dropped an NFT collection inspired by a short film made by Floria Sigismondi (The Runaways) for a recent runway show.

The new initiatives are an effort to ramp up Gucci’s sales. Kering, the fashion label’s parent company, told investors that it plans to boost sales from $10.3 billion to almost $16 billion by capturing “the high potential of Young Millennials and Gen Z” consumers.