All About Gucci at Milan fashion week 2020

As showgoers entered the Gucci Hub, they came upon a particular kind of backstage. Instead of the usual focus on the editorial and celebrity who’s-who in the room (initially, anyway), pre-show models sitting pretty and berobed in hair and makeup took the lion’s share of attention. Innovation — and immersion? Check.
Attendees stood by watching as mascara was made to run perfectly down smooth-as-stone cheeks. Hair was blown, combed and coaxed sleekly into place before being finished with sparkling bands and clips. The continually building energy and anticipation were palpable.
As the makeup artists and hairstylists wrapped up their contribution to the thoughtfully choreographed performance, models made their way to a circular stage and the lights went dark.