Gucci’s latest ad campaign, featuring actress Julia Garner, highlights the brand’s rich history in silk craftsmanship with the initiative ‘The Art of Silk’ and the release of a dedicated book.
Gucci’s rich heritage of silk craftsmanship is being celebrated through its latest ad campaign, “Keep It Gucci: The Art of Silk,” which features renowned actress Julia Garner. Captured by esteemed photographer Steven Meisel, the campaign reflects the luxury brand’s extensive history in silk, marking a significant milestone in Gucci’s 104 years of operation.
The new initiative is part of a comprehensive project titled The Art of Silk, which also includes the creative “90×90” project. This project invited various international artists to reinterpret five distinct themes that are integral to Gucci’s silk archive: flora, fauna, nautical, equestrian, and the iconic GG Monogram. Additionally, Gucci collaborated with Assouline to produce a book, “Gucci: The Art of Silk,” further highlighting its dedication to this facet of its brand heritage.
In the striking campaign imagery, showcased against a dramatic night-time city backdrop, Garner is seen elegantly draping Gucci’s silk scarves around her head and neck. The photographs emphasize the diverse motifs and patterns that have become synonymous with Gucci’s legacy in silk accessories. Notably, the campaign features the signature Flora pattern, originally designed in 1966 by illustrator Vittorio Accornero de Testa. This design was specifically commissioned by Princess Grace of Monaco and showcases 43 different varieties of flowers, plants, and insects, all painted meticulously by hand.
Other prominent motifs appearing in the campaign include the Gucci stirrup, Horsebit, and GG print, each contributing to the rich tapestry of Gucci’s brand identity.
Gucci began its exploration of silk in the 1950s when they expanded their craftsmanship to include this luxurious fabric. The earliest known scarf from the brand, which dates back to 1958, featured a nautical theme titled “Tolda di Nave” (Deck of a Ship) and was produced in Como, Italy.
Moving forward, Gucci plans to host several activations to celebrate The Art of Silk project in Paris. These include an event at its Rue Saint-Honoré store and an exclusive dinner focused on the campaign. The sale of the “90×90” scarves is set to commence on Tuesday, marking the next stage in the celebration of Gucci’s silk artistry.
Source: Noah Wire Services
