KNOWLEDGE
Gucci 101:
Embracing collaboration
By Koyaana R. June 11, 2019
It is a well-known fact that many of the luxury design houses,
especially the older and established ones, keep closed ranks and typically have a creative director that is responsible for designing every collection within, what often seemed like, certain aesthetic parameters.
Up until 2015, Gucci was one such house, often sticking to traditional designs and prints. When Alessandro Michele stepped in he broke the mold by not only releasing new product lines unlike anything we had seen before but also ushered in an era of creative collaboration. For the last four years, Michele has continued to surprise us with the brands and artists he has decided to work with to create new and exciting pieces that appeal to a wide range of fans.
Coco Capitan
This 26-year-old artist who hails from Spain wowed us with her cheeky and whimsical handwritten phrases on Gucci’s traditional logos. Each phrase is thought-provoking with an air of childlike wonder behind it.
Courtesy of WWD
GucciGhost
Trevor Andrew was already well-known for using the Gucci double G logo motif in many of his artistic pieces. However, rather than prevent him from using the signature print, Gucci embraced and encouraged him to create a collection for the brand, resulting in highly sought after capsule pieces.
Courtesy of Gucci
Dapper Dan
Known for his 80s old school flair, Dapper Dan (AKA Daniel Day) is the original creator of “gangster chic.” Well-known for making luxury more luxurious, controversy followed Dapper Dan due to his illicit use of famous logos and prints in his designs for rappers and celebrities from his Harlem location. With the permission and unveiling of Gucci, Dapper Dan opened a new experience: a custom collaborative shop in which select clients can work with him to create custom Gucci pieces in classic Dapper Dan style.
Courtesy of Icon Ink
Unskilled Worker
Helen Downie is the London-based artist better known as Unskilled Worker. Her art exudes a magical quality that is eerily childlike yet glamorous. Her pieces included floral motifs and portraiture across many styles of bags that captured the hearts of many.
Major League Baseball
In a strange turn of events, Gucci reached out to the MLB to extend an opportunity to bring sports and luxury together in a new and interesting way. Inspired by Alessandro Michele’s Yankees cap, many of the team logos were transferred to many of the Fall/Winter 2018 pieces.
Courtesy of Elle Magazine
Chateau Marmont
The Chateau Marmont is an icon in its own right to many, especially to Los Angeles locals. It is an institution shrouded in secrecy and elitism, often frequented by celebrities, that elicits curiosity and interest among many, which Michele managed to capture in this striking collection.
Courtesy of the Hollywood Reporter
Maison Assouline
Based in London, Maison Assouline is well known as a cultural mecca and bookstore. Essentially a retail concept store, shoppers are immersed in a world of culture and unique objects. Gucci collaborated with the establishment to create a series of custom patches for use on its Courrier collection, inspired by the places around the world that Assouline offers a small window into.
Courtesy of Gucci
Disney
It is no secret that Alessandro Michele is a huge Disney fan, as a few of his designs over the last several years have featured some of our favorite animated characters. To date, Donald Duck and the Three Little Pigs have been featured, with Mickey making his debut in the Spring/Summer 2019 campaign.
Courtesy of Elle
Yuko Higuchi
In a Japan exclusive release, Gucci collaborated with Yuko Higuchi, a Japanese animal artist. Known for his darker but fanciful art, it is not hard to see why this collection was a success. By marrying Gucci’s Ophidia collections with Higuchi’s whimsical drawings, the brand spun a wearable dark fairytale.
Courtesy of Seventie Two
Brands like Gucci are staying influential and culturally-relevant as they embrace creative ways to reach the newest consumer markets. As Gucci continues to reach out to artists and collaborate with unconventional brands, we applaud this strategy and look forward to seeing what more they have in store for us handbag lovers.
