With a dichotomous attitude that celebrates polarity in its simplest form, Gucci unveils its latest concoction: blending luxury with streetwear. Introducing the Palace Gucci collection, creative director Alessandro Michele continues his exploration of the double – as demonstrated by his recent Twinsberg Collection – by turning the concept on its head. Creating a stark contrast between Gucci’s Italian personae and the boldly British legacy of Palace, Palace Gucci hybridises two polar opposite aesthetics, creating a capsule that is as unexpected as it is enthralling.

Designed instinctively for the streets, an object of fascination for Michele himself, the collection encompasses a range of apparel and accessories for all genders — also introducing Palace’s first-ever ready-to-wear women’s capsule. From graphic strawberry-printed t-shirts to statement bomber jackets and football-inspired jerseys, Palace Gucci simultaneously speaks an old and new narrative, creating a new language that marries Gucci’s unmistakable heritage with Palace’s modern-day discourse.

Mirroring the absurdity of the pairing, the collections accompanying visual comes with a message that things are looking up. To where, you may wonder? Floating architecture, aliens and house parties, obviously. Ushering comical skits into the luxury fashion house, Gucci introduce a new persona that acts as an alternate dimension in which Gucci’s emblem is still universally recognised.

To shop the collection, head to vault.gucci.com. To watch the campaign video now, head below…