Gucci embarks on a new creative path with The Art of Silk, merging its long-standing heritage in scarf-making with modern expressions of design and self-expression. The House draws on archival motifs from decades past while injecting fresh energy into how silk is imagined and worn today.
At the forefront is Keep It Gucci: The Art of Silk, a campaign by photographer Steven Meisel featuring Julia Garner. Set against a nocturnal city glow, these visuals capture the mesmerizing flow of silk as it glides through shifting light. The storied Flora pattern, introduced in 1966, ties the narrative together, bridging the brand’s early roots with its ever-evolving sense of style.
Expanding the journey is the 90 x 90 project, which unites nine artists to reimagine five recurring themes—Flora, fauna, nautical, equestrian, and the GG Monogram. “Approaching a fashion archive is, first and foremost, a tireless exercise in observation and interpretation. In the case of a scarf archive, it’s also like opening a storybook…” Gucci: The Art of Silk. Each artist puts a personal spin on classic motifs, breathing new life into Gucci’s scarf heritage.
“In the scarves, each character comes to life, from the central lily of Flora to the animals of the savannah, metamorphosing into sci-fi monochromatic gels or compelling characters from an adventure comic, interpretations that strengthen the symbols of the House, animate them and launch them towards new perspectives, interpretations and uses for the future.” Gucci: The Art of Silk. These vibrant reinventions blend pop culture, fashion, and high art, positioning each scarf as a miniature canvas of modern imagination.
Rounding out this celebration is ‘Gucci: The Art of Silk,’ a collectible book made with Assouline that offers exclusive insights into the House’s silk archive. “Gucci: The Art of Silk’ is a new book that tells the story of the House’s extraordinary silk scarves. It is the first book of its kind to do so. Given exclusive access to the Gucci Archive, the book charts an unusual history of silk scarves, from their inception with the Gucci family to the role of the scarf through the succession of Gucci creative directors. It reflects on how the scarves have at times made and mirrored the fortunes of the House itself.
