This year, the House’s holiday campaign revolves around the concept of a mixtape, infusing it with an element of music in a natural continuation of a series of initiatives launched to mark the centenary year of Gucci. The mixtape – a relic of a bygone analogue era that evoked a sense of creativity, care, and love – is the starting point of a journey into four distinctive worlds, each comprising a thematic selection of products curated for the holiday gifting season, and that are presented through diverse creative treatments by four different photographers.
TRACK 1: The Hacker Project
The Hacker Project, first presented within Gucci Aria, merges the iconic silhouettes and codes of Balenciaga and Gucci in unique creations as an exploration on ideas of authenticity and appropriation within the fashion industry. Among the hybrid universe of ready-to-wear and accessories, combining the aesthetics of Creative Directors Alessandro Michele and Demna Gvasalia, emblematic styles come together to create something new — from the Jackie 1961 enriched with a diagonal Balenciaga print to the City bag in GG canvas and the Triple S sneaker reimagined with Gucci’s Flora print. Pieces from The Hacker Project, alongside styles featuring a new jumbo rendition of the House’s monogram, blend in and stand out in a film and images by Harley Weir – appropriately appropriated from a past Balenciaga advertising campaign.
Items from the Gucci Gift selection will be accompanied by dedicated packaging in a green, black and burgundy colour palette. Distinguished by an acute attention to detail, the packaging will include boxes of different shapes and sizes, a rigid envelope, printed tissue paper and a shopping bag, decorated with the Gucci 100 logo in diverse fonts, referencing the fact that 2021 is the centenary of the House. The Hacker Project also has its own packaging that features the Gucci and Balenciaga logos and comprises a box, tissue paper, garment bag and shopping bag in a green, grey and beige colour palette. In keeping with Gucci’s ongoing commitment to sustainability, the shopping bags are made from FSC certified paper that is 100% recyclable, and with organic cotton handles.
Art Director: Christopher Simmonds
Photographer and Director: Harley Weir
Make up: Thomas De Kluyver
Hair: Paul Hanlon