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Normally, walking into the Gucci show venue involves consuming a welcome cocktail, feeling your way through draped walls, and taking your seat in an auditorium in which the clock seems to be perma-set at some hour after midnight (even when it’s three in the afternoon, which it usually is). What a different atmosphere there was this time—white walls, bright lights. The news for fall is that Frida Giannini has turned away from after-dark disco-glam and toward the day. “I think it’s important in this time to make real clothes for real women,” she said backstage, wearing a version of one of the looks she’d just shown: a leather, frill-fronted shirt; narrow, boyish pants; and low-heeled Gucci boots.

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