Gucci launches collaborative music-based project #GucciGig
May 16, 2019: Introducing its new music based project, #GucciGig is created in the same spirit of Gucci’s other collaborative projects such as #GucciGram, #24HourAce and #TFWGucci. For the project, 12 musicians from all over the world were asked to represent their personal experience of live performance through exclusive shoots, videos or artwork, pairing with collaborating partners - artists, illustrators, photographers, videomakers and graphic designers.
Creative Director Alessandro Michele invited musicians and artists to work together to produce original work for Gucci’s digital channels. The results take many forms, from photography to illustration to video; the genres referenced include backstage and onstage reportage, fan art and gig flyer design. Inside their #GucciGig works, the musicians celebrate the most individual styles from the current Gucci eyewear collection.
The designs have a distinctly rock ‘n’ roll spirit: oversized squared shapes decorated with beautiful pearled acetates, rich crystal pavés and colourful leather details. In addition to the squared pieces, with their on-stage look, a selection of street-style aviator models echoes the theme of bold shapes combined with rich colours. The launch of #GucciGig synchronizes with the debut of Gucci’s Spotify account: each musician from the project will create a playlist with an unexpected theme.
The musicians and bands of #GucciGig, who hail from diverse countries, include Alex Cameron (in collaboration with Jemima Kirke and Jack Ladder); Yves Tumor (with Jordan Hemingway); Curtis Harding (with Matt Correia and John Zabawa); band Amyl and the Sniffers (with Jamie Wdziekonski)—lead singer Amy Taylor and bass player Gus Romer; Cole Alexander of Black Lips and Crush (with Ariana Papademetropoulos); Lou Doillon; Jehnny Beth (with Johnny Hostile); band Kikagaku Moyo (with Alessio Vitelli); Weyes Blood (with Taylor Giali); Populous (with Odd Arts), Connie Constance (with Sophie Jones and Morgan Benjamin); Merry Lamb Lamb (with Somewhere Nowhere Studio).