Gucci's new wave reaches the world of digital art as the brand collaborates with online creatives to reinterpret its iconic signatures.
By Natalie Trevis
Alessandro Michele’s vision for Gucci finds a way to meld vintage sensibilities with a dedication to colour, extravagance and luxury that references everything from the height of the artistic Renaissance to the free spiritedness of the Seventies. No wonder then that the revolutionary is seeking new platforms in which to expand his message, and where better than the visual feast that is Instagram.
The #GucciGram project brings together digital natives ranging from painters, illustrators and animators, some established and others up and coming, to interpret Michele’s Gucci Blooms and Gucci Caleido motifs. Both of which are fast becoming as synonymous with the modern iteration of the brand as its traditional double Gs. Satirical messages, cartoon characters and surrealist worlds are just some of the results that emerge in a pop-culture riot of Insta-ready art, each manifesting Michele’s creative short hand in its own way.
We’ve long witnessed artists collaborate with the fashion world to breathtaking effect – think Louis Vuitton’s Takashi Murakami prints or Damien Hirst’s work for Alexander McQueen - but typically Michele subverts the norm, ensuring that this time it is the fashion that inspires the art. Sara Berman’s haunting fashion doll is an impressionistic take on the soft toned whimsy of recent collections, while photographer Noah Kalina offers a duvet mound of floral print in an eerie cabin, fit for an all-American horror story. Each tells its own tale, forming an eclectic collection of modern art that mirrors the beautiful eccentricity of Michele’s designs: And all on your very own Instagram feed.
Visit gucci.com/guccigram for the full collection and commentary.
