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Gucci and its relationship with music are as strong as ever. After dressing the likes of Jared Leto, Florence Welch, and Lana del Rey these past years for their tours or other events like the Met Gala, the Italian house is launching the #GucciGig project, a collaborative initiative involving different singers and bands from different genres – like Yves Tumor, Amyl and the Sniffers, or Kikagaku Moyo – and Gucci’s eyewear collection.

Hugely inspired by clubs, festivals and concerts, Alessandro Michele has invited a handful of musicians and artists to work together on this collaborative project. Just like past initiatives such as #24HourAce, #GuciGram or #TFWGucci, the creative director aims to connect with a broader audience by using social media and digital communications. This time around, he’s doing so by pairing music and art: Weyes Blood with Taylor Giali, Merry Lamb Lamb with Somewhere Nowhere Studio, Kikagaku Moyo with Alessio Vitelli, Yves Tumor with Jordan Hemingway, Curtis Harding with Matt Correia and John Zabawa, or Amyl and the Sniffers with Jamie Wdziekonski, to name a few.

From Polaroid snapshots to old-school cut-and-paste collages, to videos, illustrations, concert flyers and portraits, the artworks resulting from these collaborations span across all artistic expressions and styles, each capturing both the musicians’ and the artists’ tastes and personality. But even more so, they portray how playful, original and unique the Gucci eyewear collection is, which includes frames embellished with multicoloured crystals, oversized sunglasses in acetate, or reinterpreted versions of the aviator model.

As a last surprise, Gucci is about to open a new Spotify account. The singers and bands participating in the #GucciGig project will each create a playlist with an unexpected twist – something very Gucci, isn’t it? So for now, enjoy the visual side to the initiative and, in a very short time, you’ll be able to listen to it as well. How good does it sound?

Arnau Salvadó
Images courtesy of Gucci

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