Gucci Reimagines Logo With Vibrant ‘Psychedelic’ Twist For 70s-Style Campaign

[Click here to view the video in this article]



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.

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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

A post shared by Gucci (@gucci) on Feb 13, 2020 at 10:02am PST

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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

A post shared by Gucci (@gucci) on Feb 14, 2020 at 7:00am PST

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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

A post shared by Gucci (@gucci) on Feb 14, 2020 at 11:00am PST

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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 post shared by Gucci (@gucci) on Feb 15, 2020 at 12:00am PST

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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

A post shared by Gucci (@gucci) on Feb 14, 2020 at 2:00pm PST

[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/

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