Gucci celebrates its centenary with the Gucci 100 collection and special pop-ups

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

“The centenary, for me, represents the opportunity to bear witness to the eternal vitality of Gucci which, year after year, is reborn, renewed, reestablishing an unusual relationship with contemporaneity as a boy, always young, observing the world with a powerful vision, ”says Michele. “I recognized the manifestation of his youth to have intercepted and crossed, for a hundred years now, popular culture in all its forms. Above all, in music: the only medium, outside of fashion, more responsive to changing times and marking the new, the today, the now.

The campaign, shot by Joshua Woods and directed by Michele, recalls musical genres across the decades such as jazz, psychedelic, Japanese punk, disco, hip hop and afrobeat, to illustrate an evolution across the decades. movements, styles, harmonies and an inherent thirst for life. Gucci embraces the practice of optimism expressed through the pleasure of dressing. The video and images brought in Christopher Simmonds as artistic director, Diane Kendal for makeup and Paul Hanlon for hairstyling.

GUCCI

gucci 100

GUCCI

gucci 100

GUCCI

gucci

GUCCI

Gucci’s new pop-up stores invite shoppers to enjoy the anniversary celebration across the globe, including the historic New York City Meatpacking District and Miami Design District, as well as in Houston, Beverly Hills, Chicago , Atlanta, San Francisco and Toronto, in venues that span multiple floors of Gucci clothing. The Gucci 100 pop-ups juxtapose classic architecture with LED and white reflective floors that reflect the collection, celebrating the rich history and modern style. Music, like any other party, is at the heart of the Gucci 100 experience, as Gucci guests can experience in-store playlists, made up of songs from different decades that bear the old label’s name.

“This is not a revisionist attempt to delve into the past: on the contrary, mine is an” inverted “revisionism of the history of the House, stitched together by a piercing note, a melody, a refrain,” said Michele. . “If I were to represent Gucci, for me it would be an eternal teenager who hangs out in places where music is heard and played.”

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The ready-to-wear and accessories collection features new take on Gucci signatures, including belts, embroidered denim, ponytail blouses, jacquard wool outerwear, fur-lined slides, and more. . The piece is stamped with an exclusive Gucci 100 logo designed for the occasion and marked with verses from three songs chosen by the creator: “Music is Mine Gucci Seats Reclined”, from the song “The R” (1988) by Eric B. & Rakim, “This one is dedicated to all the Gucci bag wearers out there, it’s called You Got Good Taste”, from “You Got Good Taste” (1983) by rock band “The Cramps” and “And Men Notice You With Your Gucci Bag Crew,” from Amy Winehouse’s “Fuck Me Pumps” (2003).

gucci 100

GUCCI

gucci 100

GUCCI

Check out the highlights of 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 other in-store pop-up venues in Houston, Beverly Hills. , Chicago, Atlanta, San Francisco and Toronto.


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