Gucci is one for a very special brand of men. We all know the types, the cool surfers & the beachgoers – the Miami deck bar types in flashing color throw away costumes, the Hamptons type who like to go as Jay Gatsby, the Ibiza & Mykonos wannabes with their latest Jay Alvarez impressions, and we know the luxury yacht men in their dinner jackets pretending to be James Bond. These are all the very fashionable stings and pangs of the leisure casts and the rich kids of Instagram of today.

However, here now – thanks to the House of Gucci – finally there is something completely different, something for a different caste of man all together, something that carves up a new exclusive domain as a grand entry into the pantheon of men’s fashion, something which heretofore had only be reserved for special women: Cruise & Resort Fashion – as in fashion for men.

Enter the yellow carpet, on which walk colorful imperial Gucci creations in all its baroque glory which could only have been invented in and around the old renaissance capital of Florence. Clearly the House of Gucci needs no introduction, but this collection, because this domain is an innovation in men’s fashion, definitely does. And so this particular and peculiar SS18 collection was presented discretely in Firenze on 29 May 2017 as a part of the collection for women’s wear – hiding among the harem so to speak. And we’re sorry we missed it.

For which man has ever dreamt of measuring up to Heliogabalus – the forgotten Roman boy emperor, and dressing up like a god-king? Which man can tap into his inner Rasputin for that matter, and grow a ‘guccified’ (the word exists) hipster-beard so ugly that it would certainly get you killed during the next winter palace revolution? Or how about that unshaven look spotting a daft Saddam-mustachio while wearing a silky foulard around your neck to set off the roses or the peonies on your black renaissance costume?

These and others here below on display are the grand creations all for men to whom luxury is not a necessity to prove anything at all, least of all to themselves, but rather is a special privilege to be enjoyed for pleasure only and only your own pleasure within the restricted confines of a private secluded resort or perhaps a 19th century trans-Atlantic cruise. Exit the yellow carpet.

Men! Be bold, be brave, be Gucci – and Guccify yourselves!

Words by Sandro and photos from Gucci by GPS Radar.

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