The House is proud to unveil The Art of Silk, a multi-faceted project celebrating its storied legacy in silk craftsmanship while forging new paths in artistic innovation. Marrying decades of history with contemporary creative expression, this initiative encompasses the evolution of Gucci’s silk scarves—from their inception in the 1950s to their reinterpretation in today’s fashion and art worlds.
As part of this tribute, Keep It Gucci: The Art of Silk, a new campaign featuring actress Julia Garner and captured by photographer Steven Meisel, breathes life into the timeless elegance of silk in motion with Gucci’s iconic Flora motif at its heart.
The Art of Silk project also includes the 90×90 initiative, which invites nine international artists to reinterpret five selected themes rooted in Gucci’s storied archive—Flora, fauna, nautical, equestrian, and GG Monogram.
Additionally, Gucci: The Art of Silk, a book created in collaboration with Assouline, traces the rich history and artistry behind Gucci’s silk scarves, solidifying their place in fashion’s cultural narrative.
Keep it Gucci: The Art of Silk
A fleeting moment, captured in motion. The fluid elegance of silk transforms into a language of expression, woven into the night. Keep It Gucci: The Art of Silk is a new campaign that pays homage to the House’s storied legacy in silk craftsmanship, celebrating its timeless allure.
Through the lens of photographer Steven Meisel, the campaign stars actress Julia Garner in a visual narrative of mystery, movement, and allure. Set against the city’s nocturnal glow, the imagery unfolds like a cinematic sequence where light and shadow exist in perfect harmony. In this ever-shifting interplay, silk becomes more than fabric; it is a medium of self-expression, effortlessly flowing with the rhythm of its wearer.
The House’s celebrated Flora motif, first introduced in 1966 by Italian illustrator Vittorio Accornero de Testa, takes center stage. An intricate bouquet of seasonal blooms, the pattern remains a timeless symbol of elegance. Whether draped around the neck, tied as a headscarf, or caught mid-motion, Gucci’s silk scarves continue to embody the House’s enduring spirit, reimagined for a contemporary audience.
90 x 90 Project
“Approaching a fashion archive is, first and foremost, a tireless exercise in observation and interpretation. In the case of a scarf archive, it’s also like opening a storybook…” Gucci: The Art of Silk
As a contemporary homage to its legacy, Gucci introduces the 90 x 90 project – a fresh artistic initiative where nine visionary artists reinterpret five enduring Gucci scarf themes. The name reflects the measurements of the classic silk twill scarf (90cm x 90cm) while evoking Gucci’s history and using the silk scarf as an artistic medium. The House tasked nine artists with approaching five key Gucci scarf themes that have recurred throughout its history: Flora, fauna, nautical, equestrian, and GG Monogram.
With startlingly individual viewpoints and approaches, the artists Robert Barry, Everett Glenn, Sara Leghissa, Currynew, Jonny Niesche, Gio Pastori, Walter Petrone, Yu Cai, and Inji Seo are at times, wry, witty, emotional, and beautiful in their interpretations – at once reflecting the House and themselves. Blurring the lines between pop, fine art, and fashion the scarves of 90 x 90 become mini masterpieces in their own right.
“In the scarves, each character comes to life, from the central lily of Flora to the animals of the savannah, metamorphosing into sci-fi monochromatic gels or compelling characters from an adventure comic, interpretations that strengthen the symbols of the House, animate them and launch them towards new perspectives, interpretations and uses for the future.” Gucci: The Art of Silk
Gucci: The Art of Silk
Complementing these initiatives is the launch of ‘Gucci: The Art of Silk,’ a volume curated in collaboration with Assouline. This is the first book of its kind to explore the rich history and artistry behind Gucci foulards, offering an in-depth look at their cultural significance, craftsmanship, and evolution over time.
“Gucci: The Art of Silk’ is a new book that tells the story of the House’s extraordinary silk scarves. It is the first book of its kind to do so. Given exclusive access to the Gucci Archive, the book charts an unusual history of silk scarves, from their inception with the Gucci family to the role of the scarf through the succession of Gucci creative directors. It reflects on how the scarves have at times made and mirrored the fortunes of the House itself: how the Guccis aspired to be modern Medicis; the impact of Renaissance Florence; the seduction of cinematic star power; the role of celebrity and aristocracy; the continuum of craft and creativity; the task and taste of creative directors Tom Ford, Frida Giannini, Alessandro Michele and Sabato De Sarno; the place of art and the latest original Gucci silk scarf project: 90 x 90.
Curated by Jo-Ann Furniss and featuring contributions from renowned authors including Jennifer Sliwka and Christopher Wallace, the book provides a detailed narrative that spans decades of Gucci’s silk creations.
A true collector’s piece, ‘Gucci: The Art of Silk’ is presented in an exquisite silk-printed slipcase with a foil-stamped logo. The hardcover book spans 300 pages and measures 28 x 35cm. The cover features Gucci’s most iconic print, Flora – a design composed of 43 varieties of flowers, plants, and insects, painted entirely by hand and inspired by Botticelli’s ‘Allegory of Spring.’
This visually stunning volume will be distributed through Gucci.com, the Assouline website, Assouline bookstores, and select Gucci stores worldwide.
Gucci and actress Julia Garner co-hosted an intimate dinner to celebrate its recent Keep It Gucci: The Art of Silk campaign. Shot By Steven Meisel, the campaign pays homage to the House’s storied legacy in silk craftsmanship, celebrating its timeless allure. Set against the city’s nocturnal glow, the visuals unfold like a cinematic sequence where light and shadow exist in perfect harmony, transforming silk into a medium of self-expression.
CEO Stefano Cantino welcomed guests to an evening that began with cocktails. The exclusive event took place at Hôtel de Maisons, a renowned Parisian hôtel particulier. The dinner, curated by Gucci Osteria da Massimo Bottura, was themed “Come to Italy”, a gastronomic journey through the country’s rich culinary heritage.
This theme of artistry and heritage also extends to The Art of Silk, Gucci’s initiative celebrating its rich history in silk craftsmanship, including the 90 x 90 project, where artists reinterpret archival themes, and a collaboration with Assouline on Gucci: The Art of Silk, a book tracing the evolution of Gucci’s iconic silk scarves.
