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Gucci launches creative digital project on Instagram
Oct '15
The spirit of Gucci today is one that celebrates the "short circuit" of cultural references and, in particular, the one between traditional heritage and contemporaneity. The recently launched Gucci Blooms and Gucci Caleido prints perfectly illustrate this, featuring a floral print and a geometric motif overlaid on the classic GG signature design. In many ways, these evolutions of a famous and favourite house pattern are the fashion equivalent of painting over an old master on Instagram, the Italian fashion and leather goods brand said in a press release.

Gucci's new launches explore this idea further with the #GucciGram project, in which it has invited online talents, illustrators and image-makers from around the world – established names, emerging ones and those somewhere in between on their creative journeys – to imagine artworks that feature the Gucci Blooms and Gucci Caleido motifs.

The result is a portfolio produced with total creative freedom, where individuals have responded to Creative Director Alessandro Michele's invitation to be inspired by Gucci's new prints expressing their personal visions through their chosen stylistic prisms. More often than not, this has resulted in a mash-up of imagery in which the Gucci Blooms and Caleido prints play their parts – sometimes harmoniously, often incongruously.

Some digital creative natives have indeed incorporated the work of well-known painters; others have used cartoon characters, surreal animations, or satirical messages. The effect is a Pop-cultural explosion of diverse viewpoints – provocative, entertaining and, often, amusing, the release said.

Gucci has also created a micro-site to house the work at gucci.com/guccigram. The site features an introduction by Brooklyn-based technology and culture writer Kyle Chayka and a number of responses to the work by other commentators. The artworks will also be featured on Gucci social media channels, the brand said. (SH)

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