Style
Keep It Gucci: The Art of Silk
June 5, 2025
In a dance between heritage and modernity, Gucci once again reminds the fashion world that timeless elegance is never out of style. Keep It Gucci: The Art of Silk is the House’s latest campaign—a tribute to its iconic silk craftsmanship—starring the effortlessly magnetic Julia Garner and captured through the cinematic lens of Steven Meisel.
Set under the spell of a city’s nighttime glow, the campaign feels like a fleeting dream. Each image, bathed in shadow and light, captures silk in motion—not simply as a fabric, but as a form of expression. Fluid, bold, and intimate, it becomes a second skin, reflecting the rhythm and attitude of its wearer.
At the heart of this narrative is Gucci’s beloved Flora motif. First introduced in 1966 by Italian artist Vittorio Accornero de Testa for Princess Grace of Monaco, the intricately illustrated bouquet of blooms remains one of the House’s most enduring symbols. In this latest chapter, Flora flourishes once more—draped delicately around the neck, knotted into hair, or caught mid-whirl, it speaks to Gucci’s legacy with a distinctly modern voice.
The campaign marks a cornerstone in The Art of Silk, a multi-dimensional initiative that celebrates Gucci’s historic ties to silk. Beyond the visuals, the project includes the 90 x 90 series, which invites nine international artists to reimagine five of Gucci’s archival themes—Flora, fauna, nautical, equestrian, and the GG Monogram—on the brand’s signature silk squares.
Named after the iconic 90cm x 90cm square scarf, the initiative transforms silk into a canvas for dialogue, blending fashion, fine art, and pop culture. Each design serves as a wearable artwork, expressive, layered, and deeply personal, breathing new life into Gucci’s timeless codes while pushing the boundaries of what silk can represent.
Further enriching this cultural homage, Gucci has partnered with Assouline to release Gucci: The Art of Silk. The book chronicles the evolution of the silk scarf from its debut in the 1950s to its contemporary presence as a fashion and art icon, offering an in-depth look at one of the House’s most expressive mediums.
Silk may be delicate, but in Gucci’s hands, it tells a powerful story—one of craftsmanship, creativity, and enduring style. And in this story, every movement matters.
Gucci is located on the Lower Level at Aventura Mall.
