Julia Garner and the magic of silk: the new Gucci campaign

The seductive fluidity of silk becomes a language that speaks for itself in Gucci’s latest campaign, Keep It Gucci: The Art of Silk. A bold tribute to the House’s infinite legacy in the exquisite craftsmanship of silk, this campaign celebrates an aesthetic that transcends time.

With Steven Meisel’s precise eye, the visual universe is brought to life through the penetrating gaze of Julia Garner, who becomes the protagonist in a narrative of luxury and mystery. Under the city lights, the photography unfolds as a film charged with dynamism, in which the contrast of light and shadow fuses to exalt the majesty of silk. It is more than just a material; it becomes a form of expression that flows, quite naturally, to the rhythm of the wearer.

Gucci’s Flora emblem, which first saw the light of day in 1966 thanks to the genius of Italian illustrator Vittorio Accornero de Testa, is reinvented with a vengeance in this campaign. The print, reminiscent of a bouquet of fresh flowers, remains the epitome of timeless elegance. Gucci’s silk scarves, transformed for a modern audience, continue to project the House’s unwavering spirit, both around the neck and on the head, always with the fluidity that characterises them.

Keep It Gucci: The Art of Silk is just one facet of a much broader experience: The Art of Silk, an initiative that explores and celebrates the House’s heritage in silk creation, fusing tradition and innovation. At the heart of this proposal is the 90 x 90 project, where nine international artists reimagine five fundamental Gucci symbols: Flora, Fauna, Sailing, Horsemanship and the GG Monogram. In addition, in collaboration with Assouline, Gucci is launching the book Gucci: The Art of Silk, a journey through the history and evolution of its iconic silk scarves, from their first steps in the 1950s to their influence on art and fashion today.

In this project, silk is no longer just a material, but an artistic manifesto that, more than ever, defines the essence of Gucci.

Demna at the helm of Gucci’s creative direction.