The 90 x 90 Project

A silk scarf is more than an accessory—it is a canvas, a narrative, a collector’s piece. Gucci invites nine artists to reinterpret its storied scarf designs, transforming heritage into modern expression.

A tribute to the House’s deep-rooted silk tradition, the 90 x 90 project reimagines a Gucci signature through the lens of contemporary artistry. Taking its name from the classic 90cm x 90cm scarf, this initiative celebrates silk as both a medium and a storybook, carrying forward a legacy of craftsmanship, creativity, and reinvention.

Each artist was invited to explore five recurring themes that have defined Gucci scarves over time: Flora, fauna, nautical, equestrian, and the GG Monogram. The result is a series of wearable artworks—distinct yet interconnected—blurring the lines between fine art, pop culture, and fashion. The selected creatives, including Robert Barry, Everett Glenn, Sara Leghissa, Currynew, Jonny Niesche, Gio Pastori, Walter Petrone, Yu Cai, and Inji Seo, bring their own interpretations, expanding the House’s silk narrative into uncharted territory.

From the delicate lilies of Flora to the structured symbolism of equestrian heritage, each design reflects both the House’s iconography and the artist’s individual vision. Expressive, evocative, and utterly unique, the scarves of 90 x 90 push the boundaries of fashion and art, demonstrating the enduring versatility of silk as a means of storytelling.