Gucci unveils gift giving campaign

The fashion house ushers in the holiday season with an artsy and digital twist.

Gucci's 2017 Gift Giving campaign is a whirlwind of colour and style as it features a wide array of products from jewellery, handbags and childrenswear to T-shirts. The initiative centers around the art of a new book released by the fashion house in collaboration with Spanish artist Ignasi Monreal.

Monreal, who previously worked in the #guccigram project in 2015, has designed a series of digitally created artworks that incorporated Gucci’s products. Its narrative is imbued with the tale of Icarus (hence the Rennaisance style), who flew too close to the sun in the Greek mythology, and Studio Ghibli’s animation Spirited Away. The artist, reprising his role as street artist for the Gift Giving campaign, will also redecorate the Gucci Artwalls in Milan and New York for the holiday season.

Ignnasi Monreal (Photo credit: Delfino Sisto Legnani & Marco Cappelletti)

The campaign will be supported by extensive digital activity through a homepage takeover on and exciting interactive content on the Gucci app. The latter will allow users to create customisable digital greeting cards, snap photos using a fun range of filters, and swipe through a digital interactive version of the Gift Giving book.  



The holiday spirit also extends to Gucci’s window installations as the stores will showcase products in a striking display made of glittering structures and candy-pink LED neon frames. Giant cabinets will feature text from the famed Rennaisance poem A Song for Bacchus by Lorenzo de' Medici, while yellow mannequins are installed to rotate on a giant mechanical clock. Best of all, customers can use their app to scan the stickers on the windows to animate the Gucci shop. How fun!

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