Gucci’s Gift Giving campaign for the holiday season is extra special this year. Extending across a huge selection of items — from handbags and footwear to jewellery and porcelain items, all are immortalised in art form.
The campaign is supported by extensive digital tools that can be experienced on the Gucci app. It contains filters to customise photographs, digital greeting cards that can be personalised and sent, software that will animate Gucci shop windows when customers scan a sticker displayed on the glass, and the ability to interact with the digital version of the Gift Giving book. In addition, there will be a homepage takeover on Gucci.com to promote the campaign, which features new illustrations depicting the Italian house’s new eyewear.
The Gucci Gift Giving book, which is the center masterpiece of the Gucci Gift Giving campaign is created by Spanish artist, Ignasi Monreal. He designed a series of digitally created artworks incorporating Gucci products whilst devoloping a narrative inspired by the story of the fall of Icarus.
Illustrations include belt-bags encircling a classical statue, small leather goods that take on a Renaissance style, a kingsnake that wraps around the legs of a girl wearing boots, two kittens in sunglasses that pop out of a Gucci mug covered in the green Herbarium print, while handbags with chain shoulder straps hang from a road sign.
This is not the first time for Monreal to collaborate with Gucci. He started with the #guccigram project in 2015, and his work was also featured in the Cruise runway show for 2018, printed on T-shirts. A special collection of T-shirts and sweatshirts that display Monreal’s distinctive imagery has been developed for Cruise 2018.
An iconic print during the 70s, the Gucci bee print appears in metallic gold printed against black leather in the bi-fold wallet. There’s a star motif on the bottom right corner of the wallet.
This small, softly structured shoulder bag has an oversized flap closure with the iconic Double G hardware. The sliding chain can be changed between a shoulder and top handle bag. The bag is made in embroidered chevron velvet with a heart on the back.
This red cotton jersey t-shirt features Spanish artist, Ignasi Monreal’s digital painting print on the front. He uses digital painting tools to render iconic portraits with pop culture references to design this oversized t-shirt.
This blue and red striped wool knit sweater has the archival bee on the front. The back has “Loved” intarsia that reflects the culture of modern love that Gucci’s Creative Director weaves into the collections.
The classic Ace sneakers are crystalised for the holiday season. The retro inspired design of these kicks is set on a platform rubber sole embellished with rows of crystals.
The Double G emblem placed on this jacquard stripe elastic belt is crafted from brass hardware with an antiqued finish. It’s inspired by an archival design and the Cruise rendition sees sparkling red crystals placed around the emblem.
The embroidered gold bees and stars are the main features of this brogue shoe. It is also enriched with a grosgrain detail featuring the Sylvie Web colours: blue, red and white stripes.
This leather card case is same concept as the Gucci stripe belt and features the Double G emblem with sparkling red crystals. It contains five card slots with open pockets and an interior zipper pocket for extra space.