Italian luxury fashion house Gucci has announced the launch of their new creative digital project, #GucciGram. Following the innovative spirit of Gucci’s latest incarnation at the hands of new creative director Alessandro Michele, the new project will draw an artful correlation between traditional heritage and contemporaneity.
This has centred around Gucci inviting 31 renowned and up-and-coming online talents and illustrators from around the world to create artworks that feature the recently launched Gucci Blooms and Gucci Caleido prints.
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The final result of the #GucciGram collaboration is a portfolio produced with an emphasis on creative freedom, allowing one to express their personal visions through their chosen stylistic prisms.
“I’m really interested in the past and the contemporary,” he said in a recent interview with Vogue. “My apartment is full of antique pieces, but I put everything together like a modern installation.”
These prints illustrate Gucci’s bold new direction and feature rich floral prints and geometric motifs overlaid on the classic GG signature design. The 31 contemporary talents who have been challenged to reinterpret the unmistakable prints will be incorporating methods that include product focus, pattern focus, classic works of famous artists and cartoon, illustration, text and painting.
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Contributors include artists such Kalen Hollomon (already exhibited at Colette in Paris) and Amalia Ulman (whose work was shown at Frieze in London this year) while younger, lesser known talents include Chris Rellas, a 19-year-old American student with a substantial online following.