The House of Gucci is taking you on a walk down music memory lane with their latest Gucci 100 campaign—an homage to the centennial of the Italian fashion house—that highlights the deep connection between the universal languages of clothing as an expression of personal identity and music that recalls a collective memory.

The concept of the campaign takes its musical roots from archival music lyrics from songs that feature the word ‘Gucci’ in them. According to Musixmatch—the Music Data Company that manages the world’s largest archive of music lyrics and that has collaborated with the brand for this research—it has been found that there are a whopping 22,705 songs in which the word ‘Gucci’ appears among the lyrics from 1921 to date, in music around the world, showing the cultural and global impact of the brand.

“The centennial, for me, represents an opportunity to bear witness to Gucci’s eternal vitality that year after year, is reborn, it renews itself, reestablishing an unusual relationship with contemporaneity as a boy, forever young, observing the world with a powerful vision. I recognised the manifestation of its youth in its having intercepted and traversed, for one hundred years now, popular culture in all its forms. Above all, in music: the only medium, aside from fashion, more reactive to the times that mutate and mark the new, the today, the now”, says creative director Alessandro Michele.

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