The Gucci DIY (Do It Yourself) service is very close to the heart of Creative Director Alessandro Michele, who wishes to enable customers of the House to express themselves through the personalisation of selected products. With roots in his love of the British punk attitude, his philosophy is that the way you dress is an expression of your personality, and that men and women should feel genuinely free to enjoy self-expression.


The men's products available for customisation are extensive and signal a fresh commitment from the House to tailoring. All jackets are fully-canvassed, and there are several silhouettes for day and eveningwear for jackets, blazers, tuxedos and coats. Customers can choose from a wide range of fabrics and buttons, as well as from a host of monogram lettering options. Key to the process is the selection of linings, and here Gucci is producing a variety of bright patterns in silk foulard to choose from - these designs can be used for both jacket linings and trouser waistbands.

An important part of the DIY initiative is centred around eveningwear, where customised inspired by the red carpet are now available to customers. To augment the tailoring there are also formal shirts with many collar and cuff options. Symbols and monograms can be embroidered on shirts.

Gucci DIY will also be available for shoes. Dressy mules are available in a variety of materials and colours, and can be personalised with a choice of horsebit (in silver or gold), embossed initials (on the insole), and offer the possibility of adding a tiger's head patch to the apron of some models (in yellow, green or blue). The loafer is available in many materials and colours, and can be customised with embossed initials on the insole. All the DIY project shoes feature specially designed packaging.

Although the aim of the DIY service is to encourage customers to interpret the Gucci aesthetic in a highly idiosyncratic way, the combination of materials, detailing and decoration on offer ensures that the end result will always evoke the spirit of Alessandro Michele's vision.