For the Gucci Spring/Summer 2024 Men's Collection at Milan Fashion Week, the fashion house unveiled an extensive exhibition to honor their timeless symbol: the renowned Gucci Horsebit Loafer.

Named Gucci Horsebeat Society, the presentation commemorated seven decades since the inception of the iconic Horsebit Loafer. The event showcased the talents of ten renowned international artists, designers, and creatives through immersive installations. Serving as a platform for the static display of the Men's Collection, the event took place at Spazio Maiocchi. 

Exploring the origins of the Horsebit through its equestrian heritage, Gucci Horsebeat Society presents a fresh interpretation of the classic country club by infusing it with the essence of artistic rebellion. This idea takes shape in a dynamic 'house' consisting of immersive spaces that engage the senses, while showcasing a collection of unique artworks commissioned specifically for this project. Through a diverse selection, the creations of ten artists, whose expertise ranges from traditional to digital art forms, are presented in intriguing conversations with one another. This unconventional approach offers a unique and inventive perspective on the iconic Horsebit symbol.

Gucci's Horsebit Loafer, launched in 1953, exemplified a shift towards a more liberal attitude regarding traditional dress codes, as seen in the brand's archival imagery. During the 1960s, it seamlessly integrated into the fashion choices of influential cultural figures and celebrities like Francis Ford Coppola, Fred Astaire, and Alain Delon. In the 1970s, a younger generation, including a skateboarding Jodie Foster captured in a 1977 photograph, adopted the loafer. In the 1980s, it was embraced by career-driven women, becoming a symbol of their culture. In the 1990s, Gucci's refined and alluring aesthetic reshaped its appeal. Finally, in the 2010s, the House of Gucci introduced the shearling-lined Princetown slippers, a new timeless classic featuring the iconic Horsebit design.