Gucci Reimagines Archival Scarves for The Art of Silk Project
by Adriano Batista
Gucci has launched The Art of Silk, a project that reimagines ten archival scarves from a contemporary perspective. Selected by Demna from the Gucci Archive in Florence, the designs include Your Majesty, Double Trouble, Morso D’Oro, Giardino di Seta, Lungomare, Hard-Wear, Salon Privé, and Il Gattino, along with two exclusive Flora designs created for the opening of the new David Geffen Galleries at the Los Angeles County Museum of Art.
The collection encompasses Gucci’s early visual language, including Flora, animalia and nautical prints. A dedicated campaign explores the silk scarf as a dynamic element of personal expression, showcasing multiple ways to wear it.
The scarves are crafted from fine Italian silk sourced from southern Italy, part of a locally sourced initiative developed in collaboration with Nido di Seta and Ongetta. Rooted in Calabria, the project supports the revival of a once-thriving silk supply chain, encompassing organic cultivation of mulberry trees, reclamation of abandoned land, and creation of new employment opportunities. Silk production is powered by renewable energy through a cooperative network of small farmers.
The Flora silk scarves are available exclusively at the LACMA store and the Gucci flagship in Beverly Hills. To mark the launch, Gucci has collaborated with the Accademia delle Belle Arti di Firenze. Ten paintings reproducing the scarf designs were developed by students and will be exhibited at the Gucci store on Rodeo Drive in Los Angeles. Gucci will support participating students with dedicated scholarships.
Check out the campaign images below:
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