April 2, 2025 |
Gucci introduces Keep It Gucci: The Art of Silk, a new campaign celebrating the Italian house’s heritage in silk craftsmanship. Starring actress Julia Garner and captured by Steven Meisel, the campaign highlights the timeless elegance of silk through movement, light and shadow.
Set against the backdrop of a city at night, the imagery unfolds like a cinematic sequence, where silk becomes more than just fabric but a medium of self-expression. Flowing effortlessly with the rhythm of its wearer, each piece reflects Gucci’s commitment to craftsmanship and contemporary style.
At the centre of the campaign is the Flora motif, first designed in 1966 by Italian illustrator Vittorio Accornero de Testa. The intricate bouquet of seasonal blooms remains a signature of the house, appearing in new interpretations throughout the collection. Whether tied around the neck, worn as a headscarf or caught mid-motion, Gucci’s silk scarves continue to define effortless sophistication.
Beyond the campaign, The Art of Silk expands into a multi-faceted initiative. The 90x90project brings together nine international artists to reinterpret five archival themes – Flora, Animalia, Nautical, Equestrian and the GG Monogram. Meanwhile, the house has partnered with Assouline to release Gucci: The Art of Silk, a book tracing the evolution of Gucci’s silk scarves from the 1950s to today.
With Keep It Gucci: The Art of Silk, the house reaffirms its legacy in silk craftsmanship, offering a fresh perspective on a timeless material.
Photography by Steven Meisel.
