Gucci has always been synonymous with luxury, and their new campaign, Keep It Gucci: The Art of Silk, celebrates the House's deep-rooted connection to silk craftsmanship. This artistic narrative brings the timeless allure of silk to the forefront, transforming it into a medium of self-expression that seamlessly flows with the rhythm of the wearer. Through the lens of photographer Steven Meisel and starring actress Julia Garner, this campaign captures the fluidity and elegance of silk in a cinematic sequence that plays with light and shadow, creating a sense of mystery and movement.

A Visual Story: The Magic of Silk in Motion

The imagery in Keep It Gucci: The Art of Silk unfolds like a story, with silk at its center. Set against the city's nighttime glow, the campaign highlights the House's iconic Flora motif, which first appeared in 1966, designed by Italian illustrator Vittorio Accornero de Testa. This intricate floral pattern, a hallmark of Gucci, symbolizes the brand’s timeless elegance and continues to captivate the modern audience. Whether worn as a scarf around the neck or flowing freely in motion, Gucci’s silk scarves embody both tradition and contemporary flair, capturing the essence of the brand's spirit.

The 90X90 Project: Reimagining Classic Gucci Scarves

In a nod to its history, Gucci has launched the 90X90 Project, an artistic initiative where nine visionary artists reinterpret five of Gucci's most iconic scarf themes. These themes — Flora, fauna, nautical, equestrian, and the GG Monogram — have been reimagined by artists such as Robert Barry, Everett Glenn, and Jonny Niesche, among others. The project is a celebration of creativity, blurring the lines between pop art, fine art, and fashion. Each artist brings their own unique viewpoint, creating individual works that turn the iconic silk scarves into mini masterpieces, transforming the familiar symbols of Gucci into new artistic expressions.

In the words of Gucci, the scarves “strengthen the symbols of the House, animate them and launch them towards new perspectives.” This project not only honors the rich history of Gucci’s silk scarves but also injects them with a fresh and bold energy, showcasing the versatility of the iconic designs in unexpected ways.

Gucci: The Art of Silk Book: A Collector’s Treasure

To complement the 90X90 Project, Gucci has partnered with Assouline to publish a book titled Gucci: The Art of Silk, an in-depth exploration of the history and artistry behind Gucci’s iconic silk scarves. This book is the first of its kind, offering exclusive access to the Gucci Archive and chronicling the evolution of the brand’s silk creations over the decades. It delves into the cultural significance of these scarves, from their beginnings with the Gucci family to their role in shaping the House under the direction of creative masterminds like Tom Ford, Frida Giannini, Alessandro Michele, and Sabato De Sarno.

Curated by Jo-Ann Furniss and featuring contributions from experts like Jennifer Sliwka and Christopher Wallace, this visually stunning book tells the story of how the Gucci silk scarf has mirrored the House’s fortunes throughout the years. From its inception in Renaissance Florence to its role in Hollywood’s cinematic allure, the scarves have become symbols of luxury and artistry. The book also highlights the 90X90 Project as the latest evolution of Gucci’s silk scarf legacy.

A Luxurious Collector's Item

Gucci: The Art of Silk is a true collector’s piece. Bound in an exquisite silk-printed slipcase with a foil-stamped logo, the hardcover book spans 300 pages and features the iconic Flora print on the cover — a hand-painted design featuring 43 varieties of flowers, plants, and insects inspired by Botticelli's Allegory of Spring. This collector’s edition will be available on Gucci.com, Assouline’s website, and in select Gucci stores worldwide, offering a unique opportunity for fashion enthusiasts and collectors alike to immerse themselves in the world of Gucci silk.