The famed Italian fashion house has teamed up with FARFETCH to imagine the future of fashion.
After launching their innovative and eco-friendly ‘Off The Grid’ collection last June with a campaign starring Lil Nas X, Jane Fonda and Wonderland cover star King Princess, Gucci are now embarking on a year-long, four-part collaboration with FARFETCH.
The collaboration, appropriately titled ‘Imagined Futures’, is a multi-layered experience that fuses sustainability, brand values, community, innovation and client services, taking utopian versions of the future from today’s leading figures in culture and fashion, and turning them into captivating works of art.
Tapping up a slew of creatives across the globe, the collaboration’s first chapter spotlights American sustainability expert Dominique Drakeford, the sounds of British Musician, Kam-BU; South Korean artist, Novo; and Norwegian editor and publisher of Wallet Magazine, Elise by Olsen, with all their visions being reimagined by London-based collage artist and ex-rave photographer Seana Gavin.
For Kam-Bu, the world of the future is a ‘modern metropolis’, a place where the city is a center for innovation, the rain and sun powers our daily lives, and greenery is in total surplus. South Korean artist Novo dreams of life in the future as one big ‘harmonious village’, we’re talking huge green fields and big open spaces for his children to live and breathe without polluting their lungs. As for Dominique Drakeford? She imagines a bountiful forest, buried deep in the heart of the jungle in a riot of color, vibrancy, joy and sheer creativity. Waste isn’t discarded here but transformed and renewed into something else entirely.
Gucci’s new Off The Grid collection drops on FARFETCH today, where customers can use the ‘Switch Model’ feature from tech-start up Zeekit to see these wares on a variety of diverse models before purchasing – they’ve really left no stone unturned!