Conceived as a tribute to celebrate the centennial of the Maison, Gucci 100 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.
It all begins with reflections on a number: 22,705. This is the extensive number of songs in which the word ‘Gucci’ appears among the lyrics from 1921 to date. Ready-to-wear and accessories feature the Gucci 100 logo or are adorned with verses from three songs chosen by Alessandro Michele from among the countless tracks that mention the brand.
Jazz, Psychedelic, Japanese Punk, Disco, Hip Hop, Afrobeat: these genres serve as the musical backdrops to a century-long journey of Gucci.
Shot by Joshua Woods under the creative direction of Alessandro Michele, the campaign channels love for life itself, the pleasure of conviviality, the beauty of dance, the overwhelming energy of music, the thrill of performance. Images that manifest, through their “analogic” charm, Gucci’s desire to express optimism and the pleasure of getting dressed as a shared moment of joy and amusement.