October 6, 2021: Having had its name mentioned in 22,705 songs till date, Gucci chooses music as its celebratory partner for its 100th anniversary celebrations.
“The centennial, for me, represents an opportunity to bear witness to Gucci’s eternal vitality that year after year, is reborn, it renews itself, reestablishing an unusual relationship with contemporaneity as a boy, forever young, observing the world with a powerful vision. I recognized the manifestation of its youth in its having intercepted and traversed, for one hundred years now, popular culture in all its forms. Above all, in music: the only medium, aside from fashion, more reactive to the times that mutate and mark the new, the today, the now”, says Alessandro Michele, creative director of Gucci.
Conceived as a tribute to celebrate the centennial of the Maison, the Gucci 100 collection manifests a deep connection between two universal languages: the language of clothing as an expression of personal identity and the language of music that recalls a collective memory.
A key theme within the Gucci 100 collection takes its cue from a number of songs that mention the brand. In the campaign, a selection of lyrics from these songs adorns ready-to-wear and accessories, at times together with the Gucci 100 logo, designed for the occasion, in a side-by-side tribute to past and present.
The collection fun, vibrant, with a kaleidoscopic array of patterns and shades personifying this very important capsule. It even includes a Gucci X Hot Wheels car.
Gucci has recently announced a brand-new series of Gucci pop-ups, dedicated to Gucci 100: the collection that pays a tribute to the centennial of the Maison; with these ephemeral stores offering a captivating shopping experience.
Reflecting Mr. Michele’s unconventional approach to luxury fashion, the initiative showcases the products in an immersive and dedicated environment. Debuting now in India, US, Canada and other countries, it is aimed at connecting and engaging with clients across the globe and their surrounding communities.
The Gucci 100 Pop-Ups showcases the collection in a multi-dimensional environment, which is defined by the juxtaposition of visionary features like LED, perimetral arches and white reflective floors; and classic architectural details. The Pop-Ups mirror the collection, celebrating the connection between past and present, made tangible through music. Visitors are invited to discover the playlist of handpicked songs from different decades, by spinning a wheel placed on the side of a cabinet, and all of these songs namecheck Gucci.
The Pop-Up concept speaks to Gucci’a experimental approach that places the Maison at the forefront of the dialogue between fashion and virtual reality and would also be available online. Users have the possibility to explore a digital version of the space, entirely redesigned in 3D and to engage with the offering and the music; by visiting the Gucci 100 Digital Pop-Up through the dedicated platform on gucci.com or on the Gucci App.
