A WORLD IN BLUE
GUCCI reintroduces its iconic GG canvas in a classic mix of navy and beige for Gucci Love Parade, writes KIRAN PILLAY
Something old, something new, something iconic and something blue! Gucci’s signature GG monogram comes to life in a timeless combination of navy and beige, defining an exciting selection for more than just the true blue Gucci lover. The stunning motif reinterprets the House’s original rendering from the ‘70s in the Love Parade collection.
Here, Creative Director Alessandro Michele casts the archival coloured motif as the star attraction, gracing several bags and shoes for men and women.
With a low environmental impact, canvas has come to the forefront of each collection over the years, gradually becoming a Gucci hallmark. As canvas materials are a biodegradable, durable and renewable resource, Gucci is undoubtedly pushing the boundaries in marrying luxury with sustainability out of love for our blue planet.
The new Blue GG Monogram 2022 campaign is captured by fashion photographer Max Siedentopf, with styling from Luca Galasso and set design by Victoria Salomoni. Gucci has us fall in love with the modern functionality and classic sophistication of the
Love Parade collection while highlighting the power of the GG motif to stand out.
Scenes from the campaign show a world wrapped in the GG monogram from the floor to the ceiling. Every surface, object and accessory wears the signature pattern. Yet, the Gucci items stand sharply from the backdrop, defined by the blue leather trim and the bluered-blue Web strip.
The House honours its roots as luggage remains a focal point of the Gucci narrative, even more so in the Love Parade collection. The new collection expands to include a range of materials and functional bags, including roller suitcases and duffle bags. Gucci recollects the young Guccio Gucci who drank in the sights of stylish guests when he worked as a lift boy at the Savoy Hotel in London – before returning to Florence, finding his true calling in making luggage and other leather goods.
The blue GG monogram expands men’s and women’s offerings as an alternative to the legendary ebony and beige combination first introduced in 1969. The reimagined graphic appears in styles from the Ophidia line, including a trolley in sizes small, medium and large. The updated iteration also coats duffle bags in medium and large sizes, a garment bag, two additional backpacks, a hobo bag, a shoulder bag and a belt bag. Additionally, a tote in different sizes, a briefcase and a messenger bag is also present.
The logomania continues throughout handbags as the GG blue monogram pairs with a blue-red-blue Web, blue leather trim and silver-toned hardware on several cult classic styles. The selection includes the Jackie 1961, the Gucci Horsebit 1955, and the Dionysus. Small leather goods for men and women also receive a touch of blue, seen in wallets, chain wallets, card cases, and key cases.
The colourway reinvents shoe styles ranging from dressy to casual. The Slide sandals, slippers, slingback pumps, Gucci Jordaan loafers and GG Rhyton sneakers sport the new blue GG canvas, creating unique yet versatile accessories. Rounding off the selection is the GG Marmont reversible belt and a selection of hats, including a baseball cap and stylish flat cap.
Recognisable and now even more unforgettable, the blue GG canvas reminds us that Gucci holds unique power. It is an uncanny aptitude for synthesising the old with the new, creating fresh avenues of exploration and new boundaries to break. With such a flair for reinvention, it is hard not to look forward into the wild blue yonder with optimism and delight at what will come next for Gucci.