Gucci Celebrates The Art Of Silk With Campaign Starring Julia Garner & More

Gucci is celebrating the House’s artistic innovation, heritage, and cultural legacy with the unveiling of their newest endeavor – The Art of Silk, a multi-faceted project that pays homage to Gucci’s storied legacy in silk craftsmanship while forging new paths as well. Marrying decades of history with contemporary creative expression, this new initiative encompasses the evolution of Gucci’s iconic silk scarves, from their inception in the 1950s to their current revival and reinterpretation in today’s fashion and art worlds. The tribute features three facets – a new campaign titled, Keep It Gucci: The Art of Silk, featuring actress Julia Garner, the 90 x9 0 initiative, which invites international artists to reinterpret key themes rooted in Gucci’s storied archive, and lastly, a book created in collaboration with Assouline titled Gucci: The Art of Silk, tracing the rich history and artistry behind the silk scarves. 

“In the scarves, each character comes to life, from the central lil 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, anime them and launch them towards new perspectives, interpretations and uses for the future,” a statement from the House shares.  

Photo Credit: Courtesy of Gucci

Shot through the lens of photographer Steven Miesel, Keep it Gucci: The Art of Silk  showcases Julia Garner captured through a stunning visual narrative reflective of mystery, movement, and allure. Set within the glow of the city, the imagery presents a cinematic sequence of light and shadow existing in harmony. Within this ever-shifting interplay, the silk becomes more than fabric, imposing itself as a medium of self-expression, effortlessly flowing with the rhythm of its wearer. 

Photo Credit: Courtesy of Gucci

Serving as a contemporary homage to its legacy, Gucci has introduced the 90 x 90 project. This initiative features nine visionary artists reinterpreting five Gucci scarf themes – Flora, fauna, nautical, equestrian, and GG Monogram. The name reflects the measurements of the classic silk twill scarf while simultaneously evoking the House’s history and again, like the campaign, using the silk scarf as an artistic medium. The artists, Robert Barry, Everett Glenn, Sara Leghissa, Currynew, Jonny Niesche, Gio Pastori, Walter Petrone, Yu Cai, and Inji Seo pull inspiration from the House and themselves, blurring the lines between pop, fine art, and fashion where the scarves of 90 x 90 become masterpieces in their own right.

Winding out the trio of initiatives is ‘Gucci: The Art of Silk,’ a volume curated in collaboration with Assouline. This is the first book of its kind to explore the rich history and artistry behind Gucci, offering an in-depth look at its cultural significance, craftsmanship, and evolution over time. Telling the story of the House’s extraordinary silk scarves, the book charts its history from its inception with the Gucci family to the role of the scarf through the succession of Gucci creative directors.

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