Top image: Gucci pre-fall 2017 / photography by Glen Luchford

Think Gucci, think Paris? Probably not. But then again, creative director Alessandro Michele has never been one to take the obvious route. His latest curveball: moving the house’s co-ed SS19 show from it’s usual leading spot on the Milan Fashion Week schedule to Paris.

The Florence-based house will show in the French capital on 24th September, marking “the crescendo of a three-part homage to France conceived by Michele” (as reported by WWD). Having already unveiled a pre-fall campaign paying homage to the 1968 Paris student marches, Gucci will show present its Cruise 2019 show in the historical French city of Arles next Thursday.

“Gucci is a global brand with deep and vibrant Italian roots and a visionary French shareholder, Kering,” Marco Bizzarri, president and chief executive officer of Gucci, told WWD. “When Alessandro told me of his desire to present the new collection in Paris— continuing the French-inspired narrative — I thought it was a perfect way to continue the creative homage to France.”

Gucci will present its SS19 on 24th September in Paris.