Dear Shaded Viewers,
#GucciGig is inspired by the atmospheric tradition of concerts, clubbing and the backstage goings on at festivals. The creative director Alessandro Michele invited musicians and artists to collaborate by producing original artwork for the Gucci digital channels. 12 musicians from around the world were asked to express their personal experiences at live performances through photos, videos or by collaborating with artists, illustrators, photographers, video artists and graphic designers.
The results appear in many formats, photography to illustration and passing through video; included are backstage and front stage reportage as well as fan art and promotional flyers for concerts. #GucciGig celebrates the most original models of the current eyewear collection. Frames are oversized square shapes decorated with pearly acetate, pave crystals and l leather details. Some of the models resemble stage props, there are also aviator-style sunglasses. The launch of #GucciGig coincides with the launch of Gucci’s Spotify account: each musician in the project creates a playlist around an unexpected theme.
The musicians and international groups that participated in #GucciGig include: Alex Cameron (in collaboration with Jemima Kirke and Jack Ladder), Yves Tumor (with Jordan Hemingway), Curtis Harding (with Matt Correia and John Zabawa), the group Amyl & The Sniffers (with Jamie Wdziekonski) – whose singer Amy Taylor and bassist Gus Romer walked for the Fall/Winter 2019 presentation as well as appearing in Gucci’s pre-Fall 2019 campaign-Cole Alexander of the Black Lips and Crush bands (with Ariana Papademetropoulos), Lou Doillon, Jehnny Beth (with Johnny Hostile), Kikagaku Moyo (with Alessio Vitelli), Weyes Blood (with Taylor Giali), Populous (with Odd Arts), Connie Constance (with Sophie Jones and Morgan Benjamin) and Merry Lamb Lamb (with Somewhere Nowhere Studio).
#GucciGig was conceived in the same spirit as other Gucci collaborative projects such as #GucciGram, #24HourAce and #TFWGucci.
There is a dedicated section to present a gallery of works in process on the Gucci application #GucciGig. The Gucci podcast will broadcast a series of episodes featuring the artists.
#GucciGig – Video Credits:
For Yves Tumor:
‘Economy of Freedom’ by Yves Tumor. Courtesy of Warp Records and Warp Publishing
For Curtis Harding:
‘Face Your Fear’ – Curtis Harding