Gucci launches the new musical project #GucciGig, inspired by the eyewear collection of the Kering group.
Taking as a starting point the visual tradition of pop concerts, discos and music festivals, the creative director of the brand, Alessandro Michele, invited musicians and artists to collaborate in the creation of original works to be used on Gucci digital channels.
For the project, twelve musicians from all over the world shared their personal experience of live performances through images, videos or graphic materials created in collaboration with illustrators, photographers, video makers and designers. The results are varied and different from each other: from photography to illustration and video; among the genres, the reportage, the fan art and the graphics of the flyers of the concerts.
In their contributions to #GucciGig, the musicians flaunt their styles drawing inspiration from the latest Gucci eyewer collection, characterized by oversized square shapes decorated with pearly acetates, crystal pavé and multicolored leather details. A selection of more streetwear models in aviator style and bright colors is added to the square or rectangular frames.
The musicians and bands that took part in the project are:
Merry Lamb Lamb (in the photo). Alex Cameron (in collaboration with Jemima Kirke and Jack Ladder); Yves Tumor (with Jordan Hemingway); Curtis Harding (with Matt Correia and John Zabawa); the band Amyl and the Sniffers (with Jamie Wdziekonski); Cole Alexander (with Ariana Papademetropoulos); Lou Doillon; Jehnny Beth (with Johnny Hostile); the band Kikagaku Moyo (with Alessio Vitelli); Weyes Blood (with Taylor Giali); Populous (with Odd Arts), Connie Constance (with Sophie Jones and Morgan Benjamin).
The launch of #GucciGig coincides with that of the maison’s Spotify account: every musician who participates in the project will in fact contribute with a playlist with an unexpected theme.
In the Gucci app, the section dedicated to the musical project will present a gallery of the works. Furthermore, episodes will be presented on Gucci podcasts featuring the talents involved in #GucciGig.