Regardless of recent management changes, Gucci remains committed to revisiting its historical foundations. To celebrate a century-long heritage, the brand is collaborating with nine international artists for a project called “90×90,” where they will reinterpret key elements of the house codes on silk scarves. The themes for this series are the equestrian horse bit, nautical symbols, flora and fauna, and the iconic interlocking GG logo. The selected artists to bring these concepts to life are: Gio Pastori, Walter Petrone, Everett Glenn, Sara Leghissa, Currynew, Jonny Niesche, Robert Barry, Inji Seo, and Yu Cai.
In addition to their “90×90” scarves, Gucci is teaming up with Assouline to release a coffee table book called “Gucci: The Art of Silk“. This book, carefully selected by Jo-Ann Furniss, delves into the rich history of Gucci’s silk foulards. Moreover, the book includes a slipcover featuring the iconic Gucci Flora motif.
Starting from April 1st, you’ll find the “90×90” silk scarves up for sale. To coincide with the campaign kickoff, Gucci is arranging real-life events in Paris.
This month, Gucci is hosting an event called “Decoding an Icon” to celebrate their famous 1947 Bamboo Bag. This exhibit will take place at Sunke Villa in Shanghai and is open to the public from March 28th to April 6th. Best of all, it’s free! To reserve your spot, simply use WeChat.
In the meantime, check out some of the reimagined silk scarves in the gallery above.
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2025-03-22 20:55