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In a nod to the fabric’s historical origins, Gucci has reintroduced GG canvas in a timeless combination of blue and beige for its Gucci Love Parade collection. Characterised by its low environmental impact, canvas has always featured prominently in Gucci’s collections and has become, over the decades, one of its hallmarks. 

Inspired by the Gucci archive, this classic palette gives life to a wide range of products with a special focus on the world of leather goods and, more specifically, an extensive selection of luggage. The House’s travelling heritage goes back to its origins, to the time when Guccio Gucci worked as a bellboy at the Savoy Hotel in London.

Inspired by the boots of the British aristocracy, luggage became a key element in the early collections of his leather goods shop in Florence. Today, luggage remains part of the Gucci narrative, most notably in the Love Parade collection, which expands its catalogue to include a practical selection of materials and pieces including wheeled suitcases and travel bags.

Now the blue GG canvas returns with an exclusive campaign featuring the iconic motif as the main protagonist. A selection of images and videos capture a universe entirely upholstered in the GG monogram. From floor to ceiling, every element of the set is adorned with this iconic pattern. The items blend into the scenery, with the blue leather trim and the blue-red-blue triband as the only distinguishing features.

This new mix of colours, whose origins date back to the early 1970s, makes its appearance in a selection of designs from the Ophidia line and updates the offer with a contemporary twist: a trolley available in different sizes, a travel bag, a suitcase, two backpacks, a hobo bag, a shoulder bag and a belt bag. The collection also introduces a tote in different sizes, a briefcase and a shoulder bag.

In combination with the blue-red-blue triband, blue leather trim and silver appliqués, the new colour tone adorns various designs including the Jackie 1961, the Horsebit 1955 and the Dionysus. Small leather items such as chain and non-chain wallets, card holders and key rings round off the collection.

The new colour palette is also present in various footwear models for all occasions. Sandals, slippers, pumps, Gucci Jordaan loafers and GG Rython trainers feature the new blue GG canvas. Completing the offer: reversible GG Marmont belts and hats such as a baseball cap and beret.


Creative direction: AM

Art direction: Max Siedentopf

Photography and direction: Max Siedentopf

Make-up: Fara Homidi

Hairstyling: Andrea Martinelli