Gucci unveiled its latest digital project, a curious and fun reinterpretation of the concept of imitation and replica, seen through the objective of the artist, photographer, and director Max Siedentopf, who was recently in charge of capturing the innovative advertising campaign of the House dedicated to the Gucci Osteria.

Inspired by the design concept of the Gucci Tennis 1977, in which an original shoe model extracted from the House archive served as a reference to create a current version, the #accidentalinfluencer project presents a series of images of identical people gathering spontaneously in everyday situations.

Wearing similar outfits – and the sporty Gucci Tennis 1977 -, these groups appear on the street, in the bus, or in a cafeteria, captured by an indiscreet camera. The effect, hypnotic and evocative, suggests a series of improbable coincidences.

The campaign can be seen through Gucci platforms on social networks and includes videos of choreographies created especially for TikTok, clips in the form of Instagram Stories and a section of the Gucci App that will allow customers to “try on” virtually the Gucci Tennis 1977 through the innovative augmented reality technology implemented by the House in June 2019.