Gucci Celebrates its Centennial with the Gucci 100 Collection and Special Pop-Ups

START body

Happy 100th birthday, Gucci! The Italian maison is honoring its legendary heritage and pop culture influence with the Gucci 100 Collection and new series of pop-up shops. The special collection from Alessandro Michele reflects the relationship between clothing as an expression of personal identity and music that invokes collective memory, in clever fashion references to songs that boast Gucci in their lyrics. That’s 22,705 songs since 1921, as a matter of fact.

“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,” said Michele. “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.”

The campaign, shot by Joshua Woods and creative directed by Michele, calls back to musical genres through the decades such as jazz, psychedelic, Japanese punk, disco, hip hop, and afrobeat, to illustrate an evolution through movements, styles, harmonies, and an inherent lust for life. Gucci embraces the practice of optimism expressed through the pleasure of getting dressed. The video and imagery enlisted Christopher Simmonds as art director, Diane Kendal on makeup, and Paul Hanlon hair styling.

Gucci’s new pop-up shops invite guests to enjoy the birthday celebration across the globe, including the historic New York City Meatpacking District and Miami’s Design District, as well as Houston, Beverly Hills, Chicago, Atlanta, San Francisco, and Toronto, in venues that span several floors worth of Gucci clothing. Gucci 100 pop ups juxtapose classic architecture with LED and white reflective floors that mirror the collection, celebrating rich history and modern style. Music, like any other party, is central to the Gucci 100 experience, as Gucci guests can discover playlists in-store, comprised of songs from different decades that namedrop the legacy label.

“It isn’t a revisionist attempt to rummage through the past: if anything, mine is a ‘reverse’ revisionism of the House’s history, stitched back together by a piercing note, a melody, a refrain,” said Michele. “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.”

The collection of ready-to-wear and accessories features new iterations of Gucci signatures, including belts, embroidered denim, pussybow blouses, wool-jacquard outwear, fur-lined slides, and more. The piece are stamped with an exclusive Gucci 100 logo designed for the occasion and marked with verses from three songs chosen by the designer: “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).

View highlights from the Gucci 100 collection below.

#Gucci100 Pop-Ups will take place in New York’s Meatpacking District, Miami Design District’s Paradise Plaza, South Coast Plaza’s Jewel Court, as well as additional In Store Pop-Up locations in Houston, Beverly Hills, Chicago, Atlanta, San Francisco, and Toronto.

prev link:
createdAt:Fri, 01 Oct 2021 16:48:07 +0000
displayType:Long Form Article