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The Gucci show took place in the Gucci Hub, outfitted with retro-style olive green carpet and conversation pits. Gucci shared a Severence-esque reel of the venue featuring an elevator, flashing rectangular office lights, and thumping techno with a caption stating, “The women’s Fall Winter 2023 runway recalled a place of work where ideas and creativity are exchanged.” Or, as it turned out, sniping.

A number of reviews of the Gucci show made special mention of influencers attending and sitting together in one of the pits, even though this is as unusual in 2023 as clothes appearing on a runway. The New York Times noted “ever-present K-pop stars and other Asian influencers.” Vogue’s review that the “influencer pits,” according to the show notes, “represented the collaborative circularity at the heart of Gucci’s creative community.” The Telegraph stated, “A posse of influencers, some of them literally dressed as clowns in pierrot diamond patterns from the last Gucci collection, applauded enthusiastically, but the rest of the audience seemed to be wondering what happens next.”

Earlier in Back Row: Who Gets to Be a Fashion Authority in 2022?

Some of these influencers responded to all this. Bryan Yambao wrote on Instagram, “2023 and all we wanted to do is watch a fashion show, see clothes and accessories, wear them, shoot them and love them. I don’t think anyone who sat on that pit in the middle of the show venue at @Gucci signed up to be ridiculed, mocked and shaded by some of the ‘press.’” Susie Lau wrote, “Gucci’s conversation pit relit a debate that felt like déjà vu . @bryanboy said it best of course [in his social media posts]. The gall of most print media in 2023 to sneer at influencers in the subtext of their reviews is hilarious, considering how many have adopted social media modus operandi (NEWSFLASH print ppl do selfies, OOTD’s and even Tik Tok content too !)” Tap/click to read her caption in full:

In Back Row’s 2023 fashion predictions, I wrote that fashion criticism would continue disappearing this year. I thought this would be largely due to people preferring to learn about fashion from influencers, particularly TikTok critics (some of whom are fashion professionals and may not have fancy newspaper titles but do an excellent job). However, the Gucci discourse suggests it’s not just that the concept of written criticism can’t out-click short-form video — it’s that a lot of criticism is out of step with audience sentiment. This probably stems in part from self-preservation. Yambao is the editor-in-chief of Perfect magazine. Lau is a critic for Business of Fashion and columnist for the Evening Standard. Others who started as bloggers have gone on to significant legacy roles in the business, like Margaret Zhang, the editor-in-chief of

Scroll through your Insta feed, open your Snapchat, or browse through your favourite fashion blogs, and you’re probably only seconds way from being met with the iconic “GG” symbol which has dominated the world of fashion on social media in 2017.

Whether it’s accessorising with THE must have belt (yours if you’re patient enough to stay put on their eye-watering waiting lists), a proud display of a Marmont handbag, or showcasing a luxurious loafer, every celeb, model, blogger and street style star is obsessed with Gucci. So how has Gucci, once an unattainable and uninspiring label become “ultimate goals” for the younger social crowd? As a segment typically driven by fast fashion trends, how has Gucci managed to cement itself as the most digitally luxury brand out there? As a keen follower of fashion myself, I take a look at why I think the brand has managed to infiltrate Insta and beyond below.

They’re Offering Customers Their First Taste of Luxury Life

Gucci has always been associated with luxury, especially in the 90s led by Tom Ford, and its aspirational value is what makes it so appealing. Having understood that they need to stay relevant and target the younger generation, they produced an extensive accessorises range with an attainable price tag. They also are aware of the versatility of accessories, meaning more and more exposure on social media! As a result the GG belt has become beyond popular as an entry point purchase for younger users. Much more than being just a belt, it’s a customer’s first experience into what it’s like to purchase from a luxury brand, and is a status symbol of their hard work and achievements.

Interestingly, this is one of the only times that this target market actually wants to buy from a physical store rather than online; as they want to live, breathe and taste luxury life in return for their hard earned cash. Gucci is clever enough to know that if they nurture those relationships they will have brand ambassadors and customers for life, and as their pay cheques expand, so will the frequency they are treating themselves to Gucci goodies.

They Know You Can’t Be ‘Socially Subtle’ When It Comes to Success

Beige, bland and boring doesn’t work on social. Luxury brands are often associated with being refined and understated, but that isn’t going to get people liking, commenting and sharing. Engagement for luxury brands has historically been very low, and is it any surprise why?

The fact their big, bold logo is plastered all over their products is no coincidence, but instead a sure fire way to be instantly recognisable in the social sphere. Colour and creativity is at the heart of their maximalist approach, and instantly evokes emotion. Love it or hate it, regardless, it’s going to get conversation going about your brand, and more people pushing the ‘follow’ button to see what’s coming next.

They’re Aren’t Afraid to Push the Boundaries of Being ‘Luxury’

Thought that ‘memes’ were just for the LadBible population for the world? Gucci doesn’t seem to think so. Pushing the boundaries of what’s expected for a luxury brand, but understanding the world of social media, Gucci almost did a Kim K and ‘broke the internet’ with their series of memes in March 2017.

To celebrate their latest launch, Gucci collaborated with Instagram meme-makers hand-picked by their creative genius Alessandro Michele, for some fashion-inspired memes that showcased Gucci's latest watches. The most impressive part of Gucci embracing memes is how they still managed to keep their own prestigious twist on it, and keep an impressive balance between tradition and modern day methods.

The results:

TOTAL REACH: 120,089,317

TOTAL LIKES: 1,986,005

TOTAL COMMENTS: 21,780

Not bad for a 95 year old luxury brand, right?

Understanding the power of live video in attaining organic reach on social media, they’ve also taken risks by recently live streaming many of their catwalk shows, turning a blind eye to offering overly produced pictures of perfection normally associated with luxury brands.

They Don’t Rely on Their ‘Image’ For Everything

There is no denying that when it comes to high value items, photography is absolutely key. However, unlike other luxury brands, Gucci doesn’t just depend on their imagery to ensure success via social channels, they write thoughtful and enticing copy to accompany it too. They understand that good messaging helps consumers understand their products better, and their unique, succinct copy for its Facebook and Instagram posts does just that.

Gucci haven’t been afraid to have fun, and experiment with the latest social media trends, where most luxury brands would have approached with great caution. If you are a luxury brand, remember one thing; experimenting with new content strategies is an absolute must, but always keep efforts on-brand.

Does Gucci have Instagram?

GUCCI (@gucci) • Instagram photos and videos.

What is Gucci Mane Instagram?

Gucci Mane (@laflare1017) | Instagram profile.

How many followers does Gucci have on Instagram?

@gucci Instagram follower count is currently at 52.6M followers.

What does Gucci sell?

Its product lines include handbags, ready-to-wear, footwear, accessories, and home decoration; and it licenses its name and branding to Coty for fragrance and cosmetics under the name Gucci Beauty. Guccio Gucci S.p.A. Subsidiary (S.p.A.)