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Gucci Gift for 2021
Gucci Gift for 2021 revolves around the concept of a mixtape, infusing the House’s holiday campaign with an element of music. The mixtape – a relic of a bygone analog era that evoked a sense of creativity, care, and love – is the starting point of a journey into four distinctive worlds.
The first chapter is The Hacker Project, a merging of the iconic silhouettes and codes of Balenciaga and Gucci in unique creations as an exploration on ideas of authenticity and appropriation within the fashion industry. Alongside styles featuring a new jumbo rendition of the House’s monogram, The Hacker Project blends in and stand out in a film and images by Harley Weir.
Second up are horse racing motifs: The ubiquity of equestrian inspiration speaks to the collection’s overarching homage to House heritage. The selection was shot by Leslie Zhang in a vivid and dynamic film and images that capture the vibrant energy of the pieces.
A disco music track from the mixtape introduces the next chapter of the Gucci Gift campaign, captured by Hanna Moon. In a celebration of the conviviality of the last night of the year, the spotlight is shone on some of the most spectacular elements from Aria including crystal-embellished anatomical heart clutches and new jewelry statements.
The last chapter of the campaign, lensed by Lorena Lohr, showcases items from the House’s recently launched Lifestyle collection alongside pieces from Gucci Décor in an exploration of gifting elements for the home.
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