Cover Photo: Courtesy of Gucci

In honour of this milestone, the House is celebrating the power of fashion and music by bringing together an extensive collection of clothing and songs from the archives for the Gucci 100 campaign

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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The collection will showcase ready-to-wear and accessories that feature the Gucci 100 logo or are adorned with verses from three songs among the countless tracks that mention the brand: “Music is Mine Gucci Seats Reclined”, from the song The R (1988) by Eric B. & Rakim, “This One’s Dedicated To All You Gucci Bag Carriers Out There It’s Called You Got Good Taste” from You Got Good Taste (1983) by rock band “The Cramps” and “And The Men Notice You With Your Gucci Bag Crew” from Amy Winehouse’s F--k Me Pumps (2003).

Michele wants evoke nostalgic memories of music with this collection, saying, “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. 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.” 

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The campaign’s video also features genres like jazz, psychedelic, Japanese punk, disco, hip hop, Afrobeat—where they serve as the musical backdrops to a century-long journey as a cast of characters moves through an evolution of sounds, harmonies, movements, tastes, and styles. 

Shot by Joshua Woods under the creative direction of Alessandro Michele, the campaign channels love for life itself, the pleasure of conviviality, the beauty of dance, the overwhelming energy of music and the thrill of performance. The images that manifest through their “analogic” charm in the video expresses Gucci’s desire to show the optimism and pleasure in getting dressed and how it is a shared moment of joy and amusement for all. 


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Campaign credits

Creative Director: Alessandro Michele

Art Director: Christopher Simmonds

Photographer & Director: Joshua Woods

Make up: Diane Kendal

Hair: Paul Hanlon