GUCCI DIVA: Gucci’s tribute to its 104-year history of silk craftsmanship is getting a high-profile endorsement.
Leading actress and friend of the house Julia Garner appears in cinematic images lensed by Steven Meisel, as part of the “Keep It Gucci: The Art of Silk” ad campaign.
The initiative is part of the broader The Art of Silk activation, which, as reported, included the “90×90” project that saw international artists reinterpret five selected themes rooted in the brand’s silk archives: flora, fauna, nautical, equestrian and GG Monogram. The luxury brand also created the book “Gucci: The Art of Silk” in collaboration with Assouline.
Set against a nocturnal cityscape, Garner is portrayed up-close styling Gucci silk scarves around her head and neck. Different images spotlight the range of motifs and patterns that have defined the brand’s legacy in silk accessories. These include the signature Flora pattern created in 1966 by illustrator Vittorio Accornero de Testa to meet the request of Princess Grace of Monaco for a colorful and exuberant design. It features 43 varieties of flowers, plants and insects, painted entirely by hand.
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Other motifs appearing in the campaign images include the allover Gucci stirrup, Horsebit and GG print.
Gucci began to develop its silk craftsmanship in the 1950s, and the earliest designs featured motifs inspired by the brand’s signature leather goods. The first scarf that was precisely dated harks back to 1958, produced in Como, Italy, and featuring a nautical-themed pattern called “Tolda di Nave [Deck of a Ship].”
Gucci will host activations dedicated to “The Art of Silk” project in Paris, including an event in its Rue Saint-Honoré store and a dinner dedicated to the campaign. They will follow the kickoff of the sale of the “90×90” scarves on Tuesday.
