Gucci is not taking its 100th anniversary lightly (as it rightly should). The Italian luxury fashion house officially kicked celebrations into high gear with its Gucci Aria collection—consisting of the unprecedented melding of house codes with Balenciaga—as well as the recent debut of an experimental online concept. But its latest capsule collection is one that overtly captures the spirit of its centenary.
Aptly called Gucci 100, the capsule collection not only proudly displays the centennial milestone but also how much of an impact the house has beyond fashion. Music data company Musixmatch collaborated with Gucci on Gucci 100 by providing the necessary research and statistics, revealing that from the house's founding in 1921 to date, a total of 22,705 songs have included 'Gucci' in their lyrics. And if you've watched the Gucci Aria short film, you would've noticed that the score included five of some of the more memorable ones.
Creative director Alessandro Michele pushed it even further for Gucci 100. Michele chose and referenced three more songs for the capsule collection: 'The R' by Eric B. & Rakim, 'You Got Good Taste' by The Cramps, and Amy Winehouse's 'Fuck Me Pumps'. A select line from each song become part of the collection, appearing across ready-to-wear, bags and accessories and at times, overlaid atop iconic Gucci iconographies.
"It isn't a revisionist attempt to rummage through the past; if anything, mine is a 'reverse' revisionism of the house's history, stitched back together by a piercing note, a melody, a refrain," expresses Michele. "Also because, if I were to depict Gucci, for me it would be an eternal teenager who hangs out at places where music is heard and played."
The Gucci 100 campaign too embodies the same sense of musicality in celebratory fashion. Genres such as jazz, psychedelic, disco and Afrobeat take their turns in the accompanying short film—both as a journey of musical evolution through the ages as well as a reflection of Gucci's joyful and optimistic evolution through the decades.
To bring the Gucci 100 experience to life, Gucci devised a new series of pop-ups set to happen around the world. They're designed to be multi-dimensional spaces that clash classic architectural details with technology, mirroring the past-and-present connections apparent within the Gucci 100 collection. Music-infused elements are peppered throughout, including the exploration of a dedicated playlist of songs from different decades that have all mentioned Gucci. The best thing is, the entire Gucci 100 pop-up experience is also available online through gucci.com or the Gucci App rendered in a completely three-dimensional experience.
The Gucci 100 pop-up opens in Singapore at ION Orchard from 16 to 26 October 2021. Scroll the gallery above to explore the Gucci 100 collection.