Gucci has unveiled their new campaign, ‘Keep It Gucci: The Art of Silk’, starring Julia Garner and shot by Steven Meisel. The campaign pays homage to the Maison’s heritage in silk craftsmanship.
Gucci unveils a new campaign titled “Keep It Gucci: The Art of Silk”
Gucci’s new campaign starring actress Julia Garner reflects the quiet power of silk—fluid, expressive, and steeped in the House heritage. Featuring the iconic Flora motif, first illustrated by Vittorio Accornero de Testa in 1966, the campaign celebrates the Maison’s heritage in silk.
Set against a nocturnal cityscape, Julia Garner is portrayed up-close styling Gucci silk scarves around her head and neck, evoking a sense of fleeting glamour, reminiscent of whispered conversations and stolen moments beneath passing streetlights. The imagery unfolds like a cinematic sequence—where light and shadow, presence and enigma, play in perfect harmony. Windswept across the frame, the scarf moves as an extension of the wearer, flowing with an effortless rhythm.
The campaign images feature forty-three varieties of flowers, plants and insects, painted entirely by hand. These include the Flora pattern created in 1966 by illustrator Vittorio Accornero de Testa to meet the request of Princess Grace of Monaco, the stirrup, the horsebit and the GG print. Today, Gucci will host activations dedicated to “The Art of Silk” project in Paris, including an event in its Rue Saint-Honoré store and a dinner.
This initiative is part of the “Keep It Gucci – The Art of Silk” project, which pays homage to its rich legacy of silk craftsmanship while embracing the future of fashion. The “90×90” scarves, featured in the campaign, symbolise the elegance and artistry that have made them works of art, designed to be worn for generations. The luxury brand also created the book “Gucci: The Art of Silk” in collaboration with Assouline.
Campaign Credits
- Artistic Director: Baron & Baron Inc.
- Photographer: Steven Meisel
- Director: Fabien Baron
- Stylist: Ibrahim Kamara
- Music: ‘Looking For Love’ Performed by Chromatics
- Written by John Padgett and Ruth Radelet
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Gucci unveils a new campaign titled “Keep It Gucci: The Art of Silk”
Gucci unveils a new campaign titled “Keep It Gucci: The Art of Silk”
10 Little-Known Facts About Gucci
- Gucci set a record in 2018 as the most-searched fashion label on Google! Image: www.gucci.com
- Gucci was founded in Florence in 1921 by Guccio Gucci, as a luggage and equestrian goods company.
- The double-G logo was designed in 1933 by Guccio Gucci’s son, Aldo, to represent his father’s initials.
- In the 50s, Gucci pioneered the bamboo-handled bag, which remains one of its most iconic designs.
- Gucci’s Flora scarf, made for Grace Kelly in 1966, became a timeless symbol of the luxury brand’s elegance.
- The Gucci family no longer owns the brand; it was sold to the French conglomerate Kering by 1999.
- Gucci is credited with creating the first fashion runway video game, “Gucci Arcade”.
- Gucci loafers were the first footwear in the permanent collection at the Metropolitan Museum of Art.
- Gucci’s sustainable initiatives like “Gucci Off the Grid” to focus on eco-friendly and recycled materials.
- Gucci celebrated its centennial with the “Aria”, combining history with a modern perception of its heritage.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
