To celebrate its centennial, Gucci revealed the Gucci 100 campaign that features a cast of characters moving through Jazz, Psychedelic, Japanese Punk, Disco, Hip Hop, Afrobeat musical genres to show an evolution of sounds, harmonies, movements, tastes, and styles.
Shot by Joshua Woods with creative direction by Alessandro Michele, the new campaign channels love for life itself, the pleasure of conviviality, the beauty of dance, the energy of music, the thrill of performance.
It also presents the Gucci 100 collection that speaks to a time in a time in which everything exists at once, with no distinction between past and future. It takes its cue from a data point: 22,705 – the number of songs in which the word ‘Gucci’ appears among the lyrics from 1921 to date. This figure, a selection of lyrics from these songs and the Gucci 100 logo garnish a selection of ready-to-wear and accessories.
The campaign’s finale reveals a scale model of the legendary “Seville by Gucci” Cadillac – an expression of the late ‘70s style and a testament to the Maison’s forward-thinking, which was produced in a very limited edition starting in 1978.
Gucci has joined creative forces with Mattel to create its first official collectible with Hot Wheels – a 1:64th scale replica of the ’82 model of the Cadillac in a limited edition of 5,000 pieces worldwide.