Italian fashion label Gucci is speaking to the now immediate availability of art with an Instagram series that turns textiles into creative pieces.
#GucciGram asked visual artists to reinterpret the brand’s new Blooms and Caleido prints into works of art, which were then posted to Instagram for Gucci’s followers to view. Often, luxury brands have worked with artists on exhibits, but this social campaign makes the pieces accessible to a wider audience while also driving a conversation around the art.
Art online
#GucciGram was introduced with a post of all of the works submitted captioned with a quote from the label’s creative director Alessandro Michele. He says, “#GucciGram is a starting point to tell different stories, which are all united by great freedom. Today creativity is often born and finds its voice in digital media, a vital source of visual culture.”
#GucciGram was introduced with a post of all of the works submitted captioned with a quote from the label’s creative director Alessandro Michele. He says, “#GucciGram is a starting point to tell different stories, which are all united by great freedom. Today creativity is often born and finds its voice in digital media, a vital source of visual culture.”
Mr. Michele handpicked the artists included in the series, who include Spanish illustrator Ignasi Monreal, who made short films, and makeup artist Lyle Reimer, who took a selfie wearing a bag as a hat. Each piece of work is published with a lengthy caption explaining who the artist is, along with details on their inspiration and their medium.
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