Luxury fashion house Gucci makes an inventive and genius move on social media under the direction of Allessandro Michele.
- Rhia Chohan
If you looked at the luxury fashion house’s handle a few weeks ago, you would have found your usual big fashion brand style images; elegantly placed bags, shoes and models.
Because of the visual element, fashion and Instagram go hand in hand; it’s like they were made for one another. Yet some of the feeds of designer labels are screaming out for relevance, but Gucci looks like it's delivered. The brand has tweaked its Instagram strategy to tap into society’s obsession with digital media and visual culture – encompassing the breadth of millennial-associated material found on the good old internet.
Less than a year into his tenure as the new Creative Director at Gucci, Allessandro Michele, who has a taste for blending eccentric visuals, has now included Instagram in his Gucci revolution with an approach of unconventional glamour and an offbeat aesthetic.
His recent social media campaign titled #GucciGram tasks a mix of 31 international artists to repurpose two of the brand’s new motifs (Gucci Blooms and Gucci Caleido). Not all are famous in the old school definition of the word; some are relatively unknown, but all are ‘Insta-famous’, due to their inventive illustration, photographs or mixed media creations.
The creative results have proved as diverse as the talents themselves, incorporating an explosion of different mediums such as illustration, photography, collage, and video.
Illustrator Ignasi Monreal kicked it off with “Gucci TV”, a GIF-like depiction of a stylish weather girl predicting lots of sun across a Gucci-monogrammed Italy. And then there's the most hip clairvoyant you'll ever see.
Online sensations Copy Lab and The Most Famous Artist turned their hand to iconic paintings American Gothic and The Kiss, embellishing them with Gucci fabrics and accessories.
Also included is the work of Spanish artist Amalia Ulman, who taps into the theme of voyeurism and captures the back of a model taking a grainy selfie in an aeroplane lavatory, Gucci wristlet hung strategically on the back of the door.
The Instagram feed also includes cartoon characters captured dining in the brand’s creations, aswell a as a tongue-in-cheek guide to deciphering a Gucci bag from a knockoff - in this case a plastic grocery bag.
Alessandro Michele has decribed #GucciGram as “a starting point to tell different stories, which are all united by a great freedom.”
“Today creativity is often born and finds its voice in digital media, a vital source of visual culture.”
#GucciGrams is a direction that takes the brand into relevance with today’s Instagrammers, and is much more inventive than the as-seen-on celebrity route that has, up until now, been the fashion industry’s go-to marketing formula.
"The internet has forever changed the way we interact with images," says the project's intro. "Nothing we see is static anymore. It can always be changed, altered remixed, and reimagined with the help of technology."
"The way we consume visual art, too, has changed. We don't need to wait to go to a museum anymore. We just open Instagram on our smartphones and have immediate, intimate access to brilliant photographers and artists around the world who post their work as soon as they create it: What could be better for consuming culture?"
Check out Gucci's Instagram feed here.
12 November 2015
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