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London Connection: Gucci Pop-Up Shop????

Images + Post By: | August 6, 200910 Comments

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London has been overrun by pop-up-shops for the last 2 or 3 years. Now, the mother of all luxury brands, Gucci is finally jumping on the bandwagon – maybe a little too late! More after the jump…..

“The first stop on the tour will be Crosby Street in New York’s SoHo on October 23. Other stops will include London, Berlin, Paris, Hong Kong and Tokyo.

The units, dubbed Gucci Icon-Temporary, will feature 18 exclusive sneaker styles — 16 for men and two for women.

Patrizio di Marco, Gucci’s chief executive officer, told WWD that he had no concerns about the sneaker project diluting the brand’s luxury status. “This is a very controlled, brand-enhancing initiative that will appear for just two to three weeks in just six to seven cities,” he said. “An initiative such as this one will simply serve to enhance the brand’s reputation as a fashion authority and innovator.””

Think again, Gucci – we’ve been doing it for years…at the rate shops are popping up, by the end of the year, it’ll be back to having permanent stores as the main trend.

The only saving grace is that Mark Ronson (swoon) has designed a range exclusively for the stores…

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