Gucci Celebrates 100th Anniversary with the Commemorative Gucci 100 Collection
11 October 2021

Gucci Celebrates 100th Anniversary with the Commemorative Gucci 100 Collection

Gucci is officially a century old this year, and to commemorate this milestone, the Maison has launched the centenary Gucci 100 Collection. Founded in 1921, this iconic luxury brand has become the go-to for musicians, becoming the cultural zeitgeist of our current times in which we live. This connection between the storied Italian fashion house and music was something Creative Director Alessandro Michele chose to focus on, for this tribute collection: according to music database Musixmatch, which collaborated with Gucci for research on this project, Gucci has been featured 22,705 times in song lyrics from 1921 to date, thus affirming its very tangible link to the brand.

Gucci 100 Campaign

Above all, in music: the only medium, aside from fashion, [is] more reactive to the times that mutate and mark the new, the today, the new. ~ Alessandro Michele~

Gucci 100 Tote

The result? Michele picked three phrases containing “Gucci” from 3 different songs, namely, Music is Mine Gucci Seaats Reclined from “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 the rock band The Cramps, and And The Men Notice You With Your Gucci Bag Crew from Amy Winehouse’s “Fuck Me Pumps” (2003). These are the phrases you’d find emblazoned on both women’s and men’s Ready-to-wear, bags and accessories alongside the Gucci 100 logo featuring “GUCCI” in multicolour, and the oversized GG motif.

Gucci 100 Campaign 2

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. ~ Alessandro Michele ~

Gucci 100 Collection Campaign

And with that, may the sweet, sweet, sounds of Gucci play on for another 100 years to come!



Images courtesy of Gucci