‘The Dionysus Dance’ Cruise 2016 ON THE OCCASION OF THE 100TH ANNIVERSARY OF GUCCI, THE GLOBAL FASHION HOUSE BRAND HAS CONTINUED TO SHOWCASE THEIR CREATIVITY BY DELIVERING THE NEW EXPERIENCE THROUGH THE VIRTUAL EXHIBITION THAT SHOWCASES THEIR IDENTITY AND THE BRAND’S JOURNEY OVER THE PAST CENTURY
TEXT: PRATARN TEERATADA
PHOTO COURTESY OF GUCCI
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High-end fashion houses have always employed the power of art as a part of the brands’ storytelling, from window displays to collaborations for flagship stores’ new retail spaces and large-scale exhibitions. These fashion houses also collect expensive art pieces, partially because they reflect taste that is, most of the time, unattainable to all. Prada’s private collection includes works by prominent artists such as Jeff Koons, Anish Kapoor, William N. Copley while Louis Vuitton owns pieces by Henri Matisse, Andy Warhol and Olafur Eliasson, to name a few.
In 2015, Alessandro Michele took the position as the Creative Director for Gucci. The Italian designer is a known maximalist. His job descriptions put him directly in charge of the brand’s collections and global brand image. His arrival marks the beginning of incorporating fantasy imagery of vibrant looking animal symbols that have become an omnipresent element of the brand, as well as the opening of the Gucci Garden in Florence, the Gucci universe that is home to a bookshop, restaurant, gallery and boutique store.
#GucciBeautyNetwork
#GucciAndBeyond Fall Winter 2017 – #InBloom
With the brand’s 100th anniversary happening in the middle of a global pandemic, Gucci chose not to throw an extravagant party for celebrities and fashion figures to attend and make headlines like they normally would have. Instead, the brand celebrates this milestone in the form of an exhibition, Gucci Garden Archetypes, an immersive multimedia online exhibition that explores the identity and journey of the long-standing fashion house. The contents featured in this exhibition tell the stories of the brand’s 15 campaigns from the Gucci Beauty lipstick campaign told through the view of Dani Miller, the punk singer who chooses to break every make-up rule there is. Gucci Bloom, a scented imaginary garden where all types of flowers blossom, is a campaign starring Dakota Johnson, Petra Collins and Hari Nef representing the modern, free-spirited female figures.
#GucciDansLesRues Pre-Fall 2018
Other campaigns worth mentioning include the Pre-Fall 2017 campaign where the brand celebrated people of color and their culture with the captured images of a soul dance party featuring all-black models. The Pre-Fall 2018 collection encapsulates the spirit of the young Parisians during the spring of student awakening in Paris in May 1968 with the narrative filled with graffiti in French. For Spring / Summer 2018, the brand features Ignasi Monreal’s painting with 150,000 shimmering sequins covering the walls. The exhibition also includes Fall-Winter 2018 : Gucci – Collectors, Spring – Summer 2016 : Rebellious Romantics, Spring – Summer 2018 : Hallucination and Spring – Summer 2020 : Of Course a Horse, etc.
Through time, art and fashion remain to stand as each other’s inspiring collaborators. For the Gucci Garden’s visitors, prepare to be immersed and inspired by the journey of pure creative and whimsical spirit. It’s everything one can expect from the Florence-based luxury fashion brand. Take your imaginative and virtual trip to the Gucci Garden Archetypes now at virtualtourguccigarden.gucci.com.