Video screenshot via Gucci
Gucci’s GG logo belt has been deemed the “most popular” fashion product in the world. Now, the luxury label has taken things further by reenvisioning the iconic emblem with surreal elements reminiscent of 70s psychedelia and nightclubs.
For the brand’s new GG Psychedelic Collection, Gucci has given the monogram a playful, multicolored appearance interlocked with a pattern of stars. The whole visual embodies the experimental “visual distortion” of the era.
Gucci imagined the giddy aesthetic as an extension of the distinct “streetwear attitude” that the retailer has been known for since being helmed by creative director Alessandro Michele, and has applied the vibrant motif all over a new ready-to-wear collection featuring apparels, accessories and carriers.
The trippy capsule is now available online and in stores.
Playing with visual distortion and wide color spectrums, the #GGPsychedelic campaign showcases the collection’s key pieces including a backpack featuring the multicolor GG and stars pattern. Discover more through link in bio. @alessandro_michele #AlessandroMichele
Channeling the spirit of an imaginary nightclub in the 1970s, imagery from the #GGPsychedelic campaign unveil the special collection: a hooded parka, a sweatshirt and jogging pants embellished with a multicolor GG and stars print. Discover more through link in bio. @alessandro_michele #AlessandroMichele
On the dancefloor of the #GGPsychedelic campaign, the multicolored collection designed by @alessandro_michele unfolds: from pajama-style silk shirts to wool sweaters, the House’s monogram is combined with a stars print. Discover more through link in bio. @alessandro_michele #AlessandroMichele
The pictures from the #GGPsychedelic campaign take their cue from the spirit of the colorful lineup designed by @alessandro_michele defined by an unexpected take on the House’s monogram. Discover more through link in bio. #AlessandroMichele
A retro, lively atmosphere defines the #GGPsychedelic campaign to present @alessandro_michele’s latest collection. A homage to Gucci’s monogram, the special lineup mixes a multicolor GG print with stars. Discover more through link in bio. #AlessandroMichele[via Prestige Online Singapore, video and images via Gucci] http://www.designtaxi.com/news/408650/Gucci-Reimagines-Logo-With-Vibrant-Psychedelic-Twist-For-70s-Style-Campaign/