By now, you will be well aware that Gucci is in the midst of a year-long celebration of its 100th anniversary. And, in the name of keeping the party going, Alessandro Michele unveils the Gucci 100 collection with a musical campaign.
In a bid to ensure that its latest collection is just as celebratory as those that have come before it, Gucci has turned to the wonders of retro funk to showcase its new cuts in a stunning new campaign video. Featuring RTW pieces and accessories galore – all of which are boldly boast the Gucci 100 logo and sweet lyrical references – the Joshua Woods-shot display hopes to transport watchers into the depths of the disco age with the hazy scenes of Gucci-adorned singers offering up renditions of classic 80s tracks such as “The R” and “You Got Good Taste” – all of which have been hand-picked by Creative Director Alessandro Michele.
“The centennial, for me, represents an opportunity to bear witness to Gucci’s eternal vitality that year after year, is reborn, it renews itself, reestablishing an unusual relationship with contemporaneity as a boy, forever young, observing the world with a powerful vision,” explains Alessandro Michele when speaking on Gucci’s latest campaign. “I recognised the manifestation of its youth in its having intercepted and traversed, for one hundred years now, popular culture in all its forms. Above all, in music: the only medium, aside from fashion, more reactive to the times that mutate and mark the new, the today, the now.”
Head below to enjoy the Gucci 100 campaign…