Gucci unveils The Art of Silk, a project that celebrates the brand’s heritage in silk craftsmanship while exploring new artistic expressions. The campaign, starring actress Julia Garner and photographed by Steven Meisel, captures the fluid beauty of silk in motion, set against the backdrop of a city at night.
At its core is Gucci’s iconic Flora motif, a timeless symbol of elegance that continues to evolve for a modern audience. Whether worn as a scarf, draped effortlessly, or caught mid-motion, silk remains a defining element of Gucci’s legacy, embodying both sophistication and self-expression.

Keep it Gucci: The Art of Silk

Through Steven Meisel’s lens, The Art of Silk campaign tells a visual story of mystery, movement and allure. The nocturnal setting enhances the interplay of light and fabric, transforming silk into more than just material: it becomes an extension of the wearer’s personality. Gucci’s Flora motif takes center stage, reinforcing the House’s enduring spirit and timeless craftsmanship in every delicate fold and drape.

90 x 90 Project

As part of this celebration, Gucci introduces the 90 x 90 Project, a creative initiative where nine international artists reimagine five signature scarf themes: Flora, fauna, nautical, equestrian, and the GG Monogram. The name reflects the classic 90 cm x 90 cm silk twill scarf, which serves as both a fashion piece and an artistic canvas. The participating artists, including Robert Barry, Everett Glenn, and Sara Leghissa, bring unique perspectives that blur the lines between fashion, fine art, and pop culture.

Complementing this initiative, Gucci collaborates with Assouline to release ‘Gucci: The Art of Silk’, the first book to explore the rich history and craftsmanship of Gucci’s silk scarves. With exclusive access to the Gucci Archive, the book delves into the cultural significance of these iconic pieces, highlighting their role in shaping the House’s legacy.