The Gucci brand celebrates 100 years

The brand's creative director, Alessandro Michele, understands well how Gucci has contributed to and benefited from its place in popular culture. The centuries-old heritage of the Gucci brand creates a parallel a tribute to the past and the present and explores the influence of the house on pop culture in the last century. The new Gucci 100 collection is characterized by many interesting prints, accessories, materials and expressive colors personal identity and music.

Trailer for House of Gucci starring Lady Gaga

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Shot by Joshua Woods under the direction of Alessandro, the campaign harkens back to various musical genres such as jazz, psychedelic, Japanese punk, disco, hip hop and afrobeat. Gucci thus adopts the practice of optimism, which is also expressed in clothing and the new collection.