Introducing the Gucci psychedelic campaign
There is a new take on the famous GG logo, and it is all about colour, energy, impact and a dreamlike spirit. Gucci Creative Director Alessandro Michele has taken the GG logo and playfully reinterpreted it with a streetwear attitude through the addition of a multicolour stars motif to create a thoroughly contemporary and distinctive pattern. The approach channels the spirit of ‘70s psychedelia, which played with visual distortion, surreal imagery and wide colour spectrums.
Using this new version of the monogram, which is formed by combining it with rainbow-hued stars, Alessandro Michele has imagined a highly decorative and distinctive pattern that is now applied to different pieces of luggage such as backpacks and shoulder bags, which, in a layering of colour contrasts, also have black, pink and green leather trim. The look has been rolled out to men’s and women’s ready-to-wear pieces too to deliver a wide-ranging streetwear offer as well as more elegant pieces. The new colourful logo treatment also features on women’s and men's shoes, small leather goods and a watch, and inspires a range of fine jewelry. Together, these pieces form the new GG Psychedelic Collection.
For women, the ready-to-wear pieces in the GG Psychedelic print come predominantly in silk and jersey, and as knitwear. In silk twill there is a refined group of a pyjama set, an ensemble of shirt and pleated skirt, and a chemiser dress. The jersey selection is more street in attitude: a hooded tracksuit jacket that can be paired with matching shorts, a windbreaker, and a dress featuring a drawstring at the waist (a key detail of the season). For warmer weather, there is a cardigan and a short-sleeve top, both in 100% wool.
For men, there are key items in the new Psychedelic monogram that have a sporty spirit. A technical jersey tracksuit is comprised of a zip-up hooded over-jacket with piping detail, combined with matching trousers. A long nylon windbreaker and a nylon waistcoat with a quilted lining add a distinctly streetwear note, while a swimsuit in the same fabric has a quirky resort look. Finally, a bowling set of loose shirt and short trousers comes in a washed silk twill, bringing a refined twist to the offer for men.
In terms of luggage, there is an extensive selection of pieces in the GG Psychedelic pattern, all trimmed with either black, green or pink leather. Many styles are from the Cruise 2020 Collection, and all combine fashionability with functionality. Given the rock heritage of psychedelia, a key piece is a rigid guitar case. In addition to this there are four styles of shoulder bag, four backpacks, a belt bag, two duffle bags, a hard hat case in two sizes, soft and hard suitcases and trolley bags.
Small leather goods in the new pattern make great gifts. These are: a pouch, basic wallets, a zip-around wallet, two card cases and smartphone covers. Shoes for men and women in the Gucci Psychedelic design include a rubber slide, a slip-on and Ace low-top sneakers. For men, there is also a new high-top version of the iconic Ace sneaker.
The GG Psychedelic world of silk and soft accessories features a wide product offer for men and women: a silk carré and a modal-silk shawl (both available with a black or pink frame), a baseball cap with a mesh back, a fedora hat, a visor, a pair of socks and a water-resistant hoodie, with its matching pouch. In addition, there is a selection of fine jewellery that references the colours of the GG Psychedelic pattern through the use of coloured gemstones (in addition to diamonds). This includes a new range of jewellery featuring Gucci’s distinctive Lionhead motif, as well as pieces from established Gucci fine jewellery lines: Le Marché des Merveilles and GG Running among others. A G-Timeless Contemporary watch also displays the new pattern on its face, which has a floating hologram effect. This piece represents a perfect blend of modernity and traditional watchmaking.
The GG Psychedelic Collection will be available from mid of February in Gucci stores and online at gucci.com.