#GucciGig is inspired by the rich visual tradition of concerts, clubs and festivals to give us an idea of the creative process behind the scenes. The creative director Alessandro Michele invited musicians and artists to collaborate in the production of original works for Gucci’s digital channels.
The results are shown in different formats, from photography to illustration and video; Reference genres include behind-the-scenes reporting, fan art and concert brochures. In their #GucciGig works, the musicians celebrate the most original models of the current Gucci glasses collection.
The launch of #GucciGig coincides with the launch of Gucci’s Spotify account: each musician in the project will create a playlist around an unexpected theme.
International musicians and bands participating 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 band Amyl & The Sniffers (with Jamie Wdziekonski) – whose singer Amy Taylor and bassist Gus Romer marched for the Fall / Winter 2019 presentation and appear in the Gucci campaign before fall 2019.
A section dedicated to #GucciGig about the Gucci application presents a gallery of works. The Gucci podcast will broadcast a series of episodes with the artists.