It’s campaign season again, that phenomenal time when each brand is able to translate their current season’s runway outings into artful, almost editorial-esque images that capture the collection’s...
THE GUCCI 100 CAMPAIGN
September 30, 2021 9:33 AM
The Gucci 100 Collection hits its Centennial Dance Floor
Gucci celebrates all that is electric with music, pop culture, and the riotous energy of youth culture through its centennial tribute campaign Gucci 100. The collection breaks out with base thumping joy paying homage to that collective high produced by a single note of an iconic song, calling back to vintage roots while inviting in the modern viewer. The collection does not sit in its vinyl past, it is a thoroughly modern rehash of trends-past, like an old family photo album that’s been reformatted for your modern day electronics. It is a blend of the classic style of a mega name like Gucci and the individual nostalgia that is carried in a memory of youthfulness.
“If I were to depict Gucci, for me it would be an eternal teenager who hangs out at places where music is heard and played,” – Alessandro Michele
The infamy of Gucci is declared within the lyrics of no less than 22,705 songs, according to Musixmatch, the Music Data Company that collaborated with the fashion house for research. Michele faced the colossal task of curating the song archive and endless tracks to spotlight the lyrics from just three, including “Music is Mine Gucci Seats Reclined”, from the song “The R” (1988) by Eric B. & Rakim, “This One’s Dedicated To All You Gucci Bag Carriers Out There It’s Called You Got Good Taste” from “You Got Good Taste” (1983) by rock band “The Cramps” and “And The Men Notice You With Your Gucci Bag Crew” from Amy Winehouse’s “Fuck Me Pumps” (2003). (© Sony Music Publishing)
This ready to wear clothing and accessories collection features the infamous Gucci logo, an ivory flower, and crown jacquard splashed with bold colors of text accompanied by brown leather trims. Outerwear features the introduction of the red Gucci 100 centennial print. Other patterns introduced include the GG kaleidoscope print with a gold Gucci moniker on a backdrop of warm brown tones and teals. A more subdued pattern is also introduced on accessories with a beige jacquard flower print mixed with the Gucci initials. The Gucci 100 collection and campaign hits the dance floor running with the joie de vivre exultation of optimism and creative spirit in recognition that the beat lives on, wear it well.
“The centennial, for me, represents an opportunity to bear witness to Gucci’s eternal vitality that year after year, is reborn, it renews itself, reestablishing an unusual relationship with contemporaneity as a boy, forever young, observing the world with a powerful vision. I recognized the manifestation of its youth in its having intercepted and traversed, for one hundred years now, popular culture in all its forms. Above all, in music: the only medium, aside from fashion, more reactive to the times that mutate and mark the new, the today, the now”, Alessandro Michele.
Campaign Credits: GUCCI
Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographer & Director: Joshua Woods
Make up: Diane Kendal
Hair: Paul Hanlon
#Gucci100
WRITTEN BY NATHALIE MILLER
EDITED BY KAREN YABUTA
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