But like all things that Gucci’s Alessandro Michele touches, his interpretation of word prints is far from normal. His latest take on text appeared in Gucci’s Fall 2017 men’s and women’s show, where photographer Coco Capitán created phrases for the house that were printed on tanks, parasols, and T-shirts in her signature scrawl.

Among Capitán’s prints were  Common sense is not so common and Tomorrow is now yesterday. Elsewhere in the collection, Michele served up scientific names for animals printed across tops, like chiroptera (bat) and scarabaeidae (scarabs).

“I was thinking about an alchemist’s garden, I was concentrated on color and prints, and looking at many books of flowers and animals”, Alessandro Michele on Gucci Fall Winter 2017 collection.

What makes Michele’s fascination with text interesting is it’s been a part of his Gucci vision since the beginning, before word-print-everything was fashion’s most widespread trend.

His love of wordy patterns might come from his general appreciation for texts of all forms; it’s worth noting that almost every show note since Michele’s debut has featured a philosophical quote and today’s collection had models literally handcuffed to books.

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