THE HOUSE UNVEILS KEEP IT GUCCI: THE ART OF SILK
A new campaign starring Julia Garner, captured by Steven Meisel. A fleeting moment, captured in motion. The fluid elegance of silk transforms into a language of expression, woven into the night. Keep It Gucci: The Art of Silk is a new campaign that pays homage to the House’s storied legacy in silk craftsmanship, celebrating its timeless allure.
Through the lens of photographer Steven Meisel, the campaign stars actress Julia Garner ina visual narrative of mystery, movement, and allure. Set against the city’s nocturnal glow, the imagery unfolds like a cinematic sequence where light and shadow exist in perfect harmony.In this ever-shifting interplay, silk becomes more than fabric; it is a medium of self-expression, effortlessly flowing with the rhythm of its wearer.
The House’s celebrated Flora motif, first introduced in 1966 by Italian illustrator Vittorio Accornero de Testa, takes center stage. An intricate bouquet of seasonal blooms, the pattern remains a timeless symbol of elegance. Whether draped around the neck, tied as a headscarf, or caught mid-motion, Gucci’s silk scarves continue to embody the House’s enduring spirit, reimagined for a contemporary audience.
The campaign is part of The Art of Silk, a multi-faceted initiative celebrating Gucci’s rich history in silk craftsmanship and its forward-thinking artistic innovation. This initiative includes the 90x90project, where nine international artists reinterpret five archival themes rooted in Gucci’s storied archive—Flora, fauna, nautical, equestrian, and the GG Monogram. Additionally, the House has partnered with Assouline for Gucci: The Art of Silk, a book tracing the evolution of Gucci’s silk scarves from their inception in the 1950s to their present-day influence across fashion and art.
High res campaign images can be downloaded here.
THE 90 x 90 PROJECT:
9 ARTISTS APPROACH 5 ICONIC GUCCI SCARF THEMES
‘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
The 90 x 90 project reflects the measurements of the classic silk twill scarf (90cm x 90cm) while evoking Gucci’s history and using the silk scarf as an artistic medium. The House tasked nine artists with approaching five key Gucci scarf themes that have recurred throughout its history: Flora, fauna, nautical, equestrian, and GG Monogram.
More in depth information and high res images can be found here.
Theo Bakana
