Gucci ‘s history has been studded with symbols since the day Guccio Gucci founded his small leather goods shop in Florence a hundred years ago. Symbols rich in identity and historical value are still relevant today, which have become the Maison word. The Clamp and Web Tape speak of Gucci’s equestrian tradition; the monogram GG recalls the founder’s initials; the Flora print tells the mix with the world of art.
And since 2015, Alessandro Michele, as Creative Director, has introduced a new narrative, full of symbolism and fueled by a new emphasis on words. Alessandro believed in the power of the word, formulating a debate capable of inspiring and promoting change. With a single word or a sentence, the Gucci collections have become a message of love, freedom, inclusion. An opportunity for self determination and self-expression through fashion. Freedom of expression arises from the idea that no two people in the world are similar to each other because each of us is an individual in itself. Similarly, there will not be two perfectly identical interpretations of the same work of art. Fashion, as an art form, then becomes a game: connect the dots, fill in the empty spaces, find the joint.
Following these ideas, Gucci sent its virtual guests the GUCCIQUIZ !, an ironic and unconventional publication with crosswords, games, and puzzles edited with the collaboration of Keesing PRS Italia and the support of the Sunday Quiz editorial team. Through these puzzles, the guests will discover the details to participate in the Aria collection’s digital presentation, designed by Alessandro Michele.
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Like the Gucci Epilogo collection and the OUVERTURE of Something that Never Ended project, the Aria collection will also be presented in the form of a short film on April 15, around the world on different platforms. It will be the first collection in the centenary of the birth of the Gucci brand. Again, on the centenary’s occasion, the Maison has announced that it wants to pay homage to its founder’s legacy by entering fine watchmaking. The new adventure will further highlight the creativity, the mastery, the savior-faire of the Italian style.
