This is the message of Gucci Manifesto, the new collection of sweatshirts and t-shirts launched by the Italian Maison. With this selection of pieces, Alessandro Michele continues to explore the relationship, already at the heart of the FW19collection, between identity and mask and how this item is able, at the same time, to hide, protect and offer freedom to experiment with new sides of our personality. The result is three models: a short-sleeved cotton crewneck t-shirt and oversized long-sleeved cotton crewnecks and hoodies. Proposed for both men and women in a wide range of colors and all characterized on the front by the print of one of the masks seen in the winter show of Gucci, such as the one with pointed metal studs and the carnival feline mask, while on the back by writings and slogans that evoke the key message of the collection.
Each Gucci Mask item is already available on the brand’s official website and in store, sold in an exclusive packaging: a black box with the two masks on the lid, the word GUCCI and a slogan on the back.
To celebrate the launch of the capsule, a dedicated section has been developed within the Gucci App, allowing users to discover the collection and virtually try out the masks thanks to AR and can futhermore capture themselves with photos and videos. In addition, the masks have become the protagonists of a new series of Gucci Artwalls around the world: in Lafayette Street, in the SoHo district of Manhattan; in Largo la Foppa in Milan (in Corso Garibaldi); not far from the famous Brick Lane, in the East End of London; in D’Aguilar Street, in the Lan Kwai Fong district of Hong Kong; in Fengsheng Li, in the Jing’an district of Shanghai; and in Avenida de Michoacan, in the Condesa district of Mexico City.
Campaign’s shots #GucciPrêtÀPorter
Concept & Creative Direction: Alessandro Michele
Ph: Glen Luchford
Art Director: Christopher Simmonds