By Fashion Editorial Staff
Gucci reveals The Art of Silk campaign starring Emmy Award-winning actress Julia Garner. Captured by renowned photographer Steven Meisel, Garner embodies the fluid elegance that has defined Gucci’s relationship with silk since the 1950s. Set against a cityscape after dark, the campaign unfolds as a cinematic narrative, where light and shadow harmoniously collide.
The iconic Flora motif—first commissioned in 1966 for Princess Grace of Monaco by illustrator Vittorio Accornero de Testa—takes center stage. This intricate botanical design, featuring 43 varieties of flowers, plants, and insects, links Gucci’s storied history with its contemporary vision. The campaign also highlights other heritage patterns, including the Horsebit and GG monogram.
Archive Flora Silk Scarf, Archive GG Silk Scarf, Archive Horsebit Silk Scarf (Images, courtesy of Gucci)
The 90×90 project: Where heritage meets art
Gucci also announces the launch of its 90×90 project, a groundbreaking collaboration with nine international artists who have reinterpreted five key motifs from the house’s archives. The artists—Robert Barry, Everett Glenn, Sara Leghissa, Currynew, Jonny Niesche, Gio Pastori, Walter Petrone, Yu Cai, and Inji Seo—were given creative freedom to explore Gucci's Flora, fauna, nautical, equestrian, and GG motifs.
From Niesche's color-field treatments to Petrone's narrative-driven illustrations, each scarf becomes a gallery-worthy piece. The collection highlights the intersection of traditional silk printing with modern artistic techniques, including Cai's digital manipulations and Seo's playful takes on flora and fauna.
Yu Cai, Inji Seo, and Gio Pastori's reinterpretations of Gucci's iconic motifs in the 90×90 project, blending tradition with contemporary art. (Images courtesy of Gucci)
Literary Homage
To complement this visual journey, Gucci has partnered with luxury publisher Assouline to release Gucci: The Art of Silk, a lavish volume that explores the house’s silk legacy. The 300-page book, curated by fashion journalist Jo-Ann Furniss, traces Gucci’s evolution from its first silk foulards under the Gucci family to the designs of Tom Ford, Frida Giannini, Alessandro Michele, and Sabato De Sarno.
Beyond its historical insight, the book is a tactile work of art, presented in a silk-printed slipcase with the Flora pattern adorning its hardcover.
Silk Threads Through Gucci History
The Art of Silk arrives at a moment of refined evolution for Gucci. Since its first scarf in 1958, silk has served as a canvas for the house’s changing aesthetic while maintaining an unwavering commitment to craftsmanship.
To mark the launch, Gucci will host a series of international events, starting with an exclusive installation at its Rue Saint-Honoré boutique in Paris, along with a private dinner for the campaign’s collaborators. The artist scarves will be available in select Gucci boutiques and online, while the Assouline book will be distributed globally via Gucci.com, Assouline’s website, and select Gucci locations.
In an era where luxury demands both meaning and craftsmanship, Gucci’s silk project offers a masterclass in honoring the past while remaining at the cutting edge—all wrapped in the elegance of the finest Italian silk.