There existed a moment in time—somewhere around 2015 to 2016—that feels practically legendary now, when style icons from coast to coast, from Los Angeles to Milan, favored jeans accessorized with a radiant double-G buckle belt. That marked the initial revival of the Gucci belt, and presently, the accessory's second dazzling renaissance is underway.
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The figure behind this, naturally, is Alessandro Michele. It was he, newly appointed as Gucci's creative director, who showcased the renowned Marmont belt on the runways during the autumn-winter 2015/2016 season – in both the men's and women's lines. The quintessential black leather belt, adorned with an imposing brass logo clasp, became a symbol of the House's fresh direction. For those present at the show, it evoked a sense of nostalgia: the double G initially surfaced in the 1930s and underwent multiple resurrections, notably during Tom Ford's tenure. However, by Michele's time, they had seemingly waned in their allure.
Gucci Fall-Winter 2015/2016, Rosie Huntington-Whiteley with Gucci Marmont belt
Michele rejuvenated it in an instant. Soon after, celebrated fashion devotees integrated the Marmont into their ensembles. A youthful Kendall Jenner paired it with slim jeans and a cropped jacket, while Rosie Huntington-Whiteley styled it with a camel overcoat and boots. Even Dakota Johnson, Jennifer Aniston, and Cristiano Ronaldo joined in! The latter proudly flaunted his belt and sneakers bearing the same emblem.
Jennifer Aniston, Kendall Jenner
And wherever there is Hollywood, trends follow. Particularly in the realm of accessories: they tend to be more easily embraced compared to an avant-garde runway dress. However, no trend endures indefinitely. The Gucci belt became a victim of its own widespread popularity – the market experienced saturation, and amidst the increasing prevalence of logos, further emphasized by Chanel, Dior, and Fendi, the double G insignia gradually diminished in its appeal.
As time passed, we collectively gravitated towards Scandinavian simplicity, followed by understated luxury. Yet, fashion, as always, evolves cyclically. And currently, the resurgence of the 2015 glamour is on the horizon: gladiator sandals, form-fitting dresses, Longchamp totes, and Gucci Marmont belts.
Gucci spring-summer 2024, Bella Hadid in the same Gucci look
We initially encountered it in Sabato De Sarno's inaugural spring-summer 2024 collection — slimmer, sharper, and more refined. Subsequently, Bella Hadid was spotted wearing the very same belt, perfectly embodying the brand's aesthetic from the runway. Furthermore, at the Cannes Film Festival, Elle Fanning presented herself before the cameras in jeans, a tee — and, unsurprisingly, sporting those iconic double Gs. In Demna's recent collection showcased at Milan Fashion Week, the renowned buckle once again took the spotlight — gracing coats, skirts, and trousers.
And now, this Gucci belt is poised to make an increasingly prominent statement in our style choices. And, frankly, we welcome it.
Elle Fanning with Gucci GG belt, Gucci Spring-Summer 2026
Based on materials from vogue.com.au
