Gucci - Keep It Gucci




Celebrating 70 years of craftsmanship by keeping it Gucci. Baron strove to honor Gucci’s proven category leadership in silk scarves, an iconic pillar of the brand’s DNA, with a campaign designed to celebrate the brand itself; its timeless elegance, above beyond the seasonal cycles of fashion. Steven Meisel and Fabien Baron captured the ephemeral glamour of the acclaimed actress Julia Garner with a sense of charm, sophistication, and more than a hint of mystery. The Keep it Gucci campaign came to life through a multi-faceted approach, including immersive store takeovers, dynamic in-store events, and engaging digital and OOH activations, connecting elements of art, culture, and commerce. 










The 90 X 90 Project




As part of Gucci’s celebration of the Art of Silk, the house commissioned nine international artists to design motifs based on elements of the brand’s enduring DNA. Ned Rogers chronicled this limited edition collection, showcasing silk scarves featuring artwork from Robert Barry, Jonny Niesche, Sara Leghissa, Currynew, Gio Pastori, Yu Cai, Inji Seo, Everett Glenn, and Walter Petrone. The silk scarf is elevated from a mere accessory to a blank canvas for narrative interpretation, a modern approach to a storied history.