If fashion is conversation, then Daisy Edgar Jones has just used Gucci’s iconic symbol to express the most moving language for 2025.
What happens when street fashion meets retro elements? Daisy Edgar-Jones answered this question on the streets in London, 19 January. She used a Gucci GG Monogram to explain how classic symbols can be revived in modern cities – this is not just a dress-up but also a discussion about identity and culture.
According to Vogue Business’ 2024 report, sales of vintage products with brand logos increased 52% from year to year, and the desire of consumers for “recreation of classics”, reached a new high;
Daisy chose the Gucci GG Emblem Shoulder Bag, which uses the double G pattern that was first introduced in 1955. This design can fetch a premium up to 18% on the second-hand market.
The GG Marmont Belt and Horsebit Loafers she matched were both from the classic replica Gucci archive. The search volume for each model on Instagram has increased by 347% in the past year.
Daisy transformed Gucci’s retro icons into armor for urban women in the gap between minimalism and Y2K exaggeration. She used a navy blue trench coat and wide-leg pants. Her style reflects the anxiety that Generation Z has about “identity”. In an era where symbols are everywhere, how can one reshape themselves through classic symbols?
- 78% of Gucci’s global sales in 2024 will come from millennials, Generation Z and Gen X consumers;
Brand Creative Director Matthew Williams uses “symbol-democratization” as his core strategy to allow more people to own iconic pieces by lowering the threshold price;
Daisy’s styling team revealed the average price for this look was 23% less than in 2023 but it retained 90% of its recognition.
“Daisy Edgar Jones didn’t wear Gucci but used it to pen a love-letter to urban women. When classic symbols meet modern cities who says fashion cannot be an eternal revolution?”
