Gucci music director loki debuts new sonic identity

Music director loki has officially debuted his role at Gucci, marking a significant shift in the brand’s sonic identity. After a year and a half hiatus from composing for fashion shows, loki has moved away from the dystopian, pulsating style he developed during a decade-long tenure at Balenciaga alongside creative director Demna.

Loki stated that he intentionally avoided using his previous musical formulas to ensure the new compositions were unique to Gucci. He described the process as building a new musical vocabulary from the ground up to reflect the Florentine brand’s specific essence rather than repeating the aggressive drama of his past work.