The digital age is well and truly here and the big luxury labels have ponderous in their uptake but like a boulder on a slight incline, once the move is underway its not long before it picks up speed. Case in point: Gucci.
With creative director Alesssandro Michele on board definining the new vision of the ‘Gucci Sexy’ (cue wan androgynes, 70s-inspired frou-frou and lace and a new range of, quite rightly, very desirable shoes and accessories for AW15 and Cruise), the digital enablement of the Italian luxury brand hasn’t been forgotten either.
With #GUCCIGRAM Michele has created a highly visible platform for digital creatives and artists to collaborate with his two iconic prints for the brand—the #GGBlooms and #GGCaleido prints, which feature a floral print and a geometric motif overlaid on the classic GG signature design.
Showing a canny understanding of what works well on digital media (collaborations with the right influencers, visual eye-candy, logo proliferation in new and interesting ways, easy sharability and uncovering seemingly ‘underground’ talent whilst also including in the line-up, a few big name personalities guaranteed to provide draw) Michele’s slew of collaborators had total collaborative freedom and the wit and visual veracity, alongside touches of artistic irreverence, along with the occasional artistic homage, makes for an arresting gallery.
Check out the full gallery at www.gucci.com/guccigram.