Gucci Launches Collaborative #GUCCIGIG Music Project

FASHION

GUCCI FINDS THE MUSIC IN YOU WITH #GUCCIGIG

WORDS

by KRISTOPHER FRASER

PHOTOS

COURTESY of GUCCI

Gucci has launched a new collaborative music project #GucciGig. A glimpse into the backstage creative process, #GucciGig is inspired by the tradition of music gigs, clubbing, and music festivals. It looks like the Coachella kids can already buy their sunglasses for next year.

Creative director Alessandro Michele invited musicians and artists to work together to produce original work for Gucci’s digital channels. For the project, 12 musicians from all over the world were asked to represent their personal experience of live performance through exclusive shoots, videos or artwork, pairing with collaborating partners — artists, illustrators, photographers, videomakers and graphic designers.

The results take many forms, from photography to illustration to video; the genres referenced include backstage and onstage reportage, fan art and gig flyer design. Inside their #GucciGig works, the musicians celebrate the most individual styles from the current Gucci eyewear collection. The designs have a distinctly rock ‘n’ roll spirit: oversized square shapes decorated with beautiful pearled acetates, rich crystal paves, and colorful leather details. In addition to the squared pieces, with their on-stage look, a selection of street-style aviator models echoes the theme of bold shapes combined with rich colors.

The launch of #GucciGig synchronizes with the debut of Gucci’s Spotify account: each musician from the project will create a playlist with an unexpected theme.

#GucciGig Jehnny Beth

#GucciGig Yves Tumor

The musician and bands of #GucciGig include who hail from diverse countries with different styles, include Alex Cameron (in collaboration with Jemima Kirke and Jack Ladder); Yves Tumor (with Jordan Hemingway); Curtis Harding (with Matt Correia and John Zabawa); band Amyl and the Sniffers (with Jamie Wdziekonski)—lead singer Amy Taylor and bass player Gus Romer walked the Gucci Fall Winter 2019 fashion show and feature in the Gucci Pre-Fall 2019 campaign; Cole Alexander of Black Lips and Crush (with Ariana Papademetropoulos); Lou Doillon; Jehnny Beth (with Johnny Hostile); band Kikagaku Moyo (with Alessio Vitelli); Weyes Blood (with Taylor Giali); Populous (with Odd Arts), Connie Constance (with Sophie Jones and Morgan Benjamin); Merry Lamb Lamb (with Somewhere Nowhere Studio).

A dedicated #GucciGig section on the Gucci App showcases a gallery of the artworks, and a series of episodes featuring the talents will debut on the Gucci Podcast.

#GucciGig Connie Constance

#GucciGig Jehnny Beth

#GucciGig Curtis Harding

#GucciGig Amyl and the Sniffers

“Creative director Alessandro Michele invited musicians and artists to work together to produce original work for Gucci’s digital channels.”

#GucciGig Populous

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