Julia Garner And Gucci Remind Us That Floral Chic Never Goes Out of Style

Check out the new “Keep It Gucci: The Art of Silk” campaign, which pays tribute to its 104-year tradition of silk craftsmanship

This initiative is part of the wider project The Art of Silk , which, as previously announced, also included the “90×90 ” project – a collaboration with international artists who reinterpreted five themes inspired by the brand’s silk archives: flora, fauna, nautical, horse riding and the GG monogram. The luxury brand also released the book Gucci: The Art of Silk in collaboration with Assouline.

In the atmosphere of the night cityscape, Garner is shown in close-ups elegantly combining Gucci silk scarves around her head and neck. Various shots highlight the patterns and motifs that have marked the brand’s silk heritage.

Among them is the iconic Flora motif, which was designed by illustrator Vittorio Accornero de Testa in 1966 at the request of Princess Grace of Monaco for a colorful and lush design. It features 43 types of flowers, plants and insects, painted entirely by hand. Other motifs that appear in the campaign shots include the Gucci stirrup, Horsebit and GG print.

Gucci began developing its silk craft in the 1950s, and the earliest designs were inspired by the brand’s iconic leather goods. The first accurately dated scarf dates back to 1958, produced in Como, Italy, with a nautical motif called “Tolda di Nave ” (Ship’s Deck).  

Understated glamour. Julia Garner stars in Keep It Gucci: The Art of Silk, the new campaign featuring the House’s storied silk scarves, a quintessential part of Gucci’s identity.

Artistic Director: Baron & Baron Inc.
Photographer: Steven Meisel
Director: Fabien Baron
Stylist: Ibrahim Kamara
Music: ‘Looking For Love’ Performed by Chromatics
Written by John Padgett & Ruth Radelet

Photo: Promotion, Instagram