Exclusive: ASAP Rocky, Jared Leto, and Petra Collins Pose for Polaroids at Gucci's New Soho Store
On Saturday night, Gucci reminded Soho of its glory days.For the opening of its first-ever store in Soho — a massive, 10,000 square-foot space at 63 Wooster — the brand honored the neighborhood’s roots, inviting the artists, musicians, and tastemakers who once ruled the streets to mingle with new kids on the block. The Odeon, a forever favorite among the downtown fashion set, catered the event. And Andy Warhol’s Interview Magazine, which is still based in Soho, reprinted copies of its December 1985 Music Issue as a limited-edition party favor.
Gucci creative director Alessandro Michele has a knack for blending vintage with modern, and this new space is no different. In addition to housing an interactive LED wall, 3-D video displays, and new DIY technology, the store’s soundtrack is also curated by John “Jellybean” Benitez, a fixture of the New York City club culture during the 1980s, and producer of some of Madonna’s early works. On top of that, Gucci Wooster will be the first to preview the brand’s new Dapper Dan collection two months prior to other locations.
Michele himself arrived on Saturday night in his now-signature Yankees cap, flanked by his longtime friend and muse Jared Leto. Big names like Rihanna, ASAP Rocky, Bria Vinaite, and Petra Collins were also in attendance, as well as young fans like photographers Myles Loftin and Quil Lemons, who was stressed out about finals week (he’s a student at the New School).
In partnership with Parsons, Gucci selected Lemons and Loftin, who are both photography students, to capture the party using 35mm film and Polaroids, casting guests in a colorful, retro light. See their best images below.
