Gucci announces the second chapter of its digital project #AccidentalInfluencer, the intriguing and playful take on the idea of imitation and replication, seen through the lenses of London based artist, photographer and director Max Siedentopf – which debuted last February.

The focus is once again on the range of Gucci Tennis 1977 sneakers, this time enriched by the recently introduced styles from the Gucci Off The Grid collection, designed by Creative Director Alessandro Michele with motifs of the House and constructed with recycled, organic, bio-based and sustainably sourced materials – including ECONYL®, a regenerated nylon made from nylon offcuts and pre- and post-consumer waste.

For this new chapter, Siedentopf leads us through the every-day life of these eclectic characters accidentally matching furniture pieces and objects in their homes. The result is an array of hypnotical and haunting scenes, where individuals seem to suggest improbable visual coincidences between their looks and settings.

The campaign will be launched on Gucci’s social media platforms, and will also include bespoke videos for TikTok, dedicated clips for Instagram Stories, and a section on the Gucci App that allows customers to virtually “try on” the Gucci Tennis 1977, using the pioneering augmented reality technology the House has introduced in June 2019.