Gucci goes social and creative with #GucciGram Tian
March 14, 2016: Gucci launches its second online project #GucciGram Tian, which aims to remix and transform the brand’s new Tian pattern.
Riding high on the success of its initial social media campaign that reimagined the Gucci Blooms and Gucci Caleido motifs, the brand invites online illustrators to, this time, rethink and revamp its Tian motif.
Curated by creative director, Alessandro Michele, the print – which in Chinese denotes the sky or heavens – honors the 10th century distinct Chinese paintings of birds and flowers. Set against the GG supreme motif, Gucci Tian features hummingbirds and butterflies sketched in delicate calligraphic line and floating above tree branches and flower blooms.
While artists can share their works on Instagram, using the #GucciGram hashtag, the label has also created a micro-website to specially host the creative Tian renditions.