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Gucci gets interactive with #GucciGram

Culture Watch
Artist Sara Berman incorporates the Gucci Blooms print into her work for #GucciGram

By Jessica Michault

The rebirth of the Gucci brand to reflect more closely the sartorial worldview of it’s new creative director Alessandro Michele continues with the launch of the #GucciGram project. A creative social media initiative that pulls digitally savvy fans of the brand even further inside the Gucci universe by asking them to become a part of the company’s artistic image.

Using Instagram as its platform the brand has collaborated with a broad range of artists, both household names and newbies, that took up the challenge of incorporating Gucci’s flower filled #GGBlooms print and its #GGCaleido geometric patterned pints into their unique creations.

A video piece by Nic Courdy for #GucciGram


“Today creativity is often born and finds its voice in digital media, a vital source of visual culture,” said Michele about the impetus for the launch. And many of those who have participated in the project also followed the designer’s esthetic lead by creating images and 15 second videos that are a romantic magpie mélange of elements from the past brought to life via modern concepts.

A video piece by Ignasi Monreal for #GucciGram, here and below.


Propositions range from American artist Nic Courdy’s video collages of moving and static images that come alive in an Instagram video and Spanish illustrator Ignasi Monreal’s delightfully quirky take on a classic weather girl showing the forecast for a Gucci branded Italy to British painter Sara Berman’s poetic portraiture and the French creators JPPM’s moody organic collage that recreated the #GGBlooms print by hand.

At its heart what links all of the #GucciGram offerings is an underling sense of creative freedom. It’s a sentiment that is clearly important to Michele and one that he wants to see perpetuate and flourish both online and in fashion industry he works in.


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