Gucci has unveiled Keep It Gucci: The Art of Silk, a new campaign celebrating the House’s storied legacy in silk craftsmanship. Starring actress Julia Garner and captured by renowned photographer Steven Meisel, the campaign presents a cinematic portrait of silk in motion—fluid, expressive, and timeless.
Set against the nocturnal backdrop of the city, Meisel’s images evoke a mood of mystery and elegance, portraying silk as more than just a material but as a medium of personal expression. Garner, known for her refined presence, moves with effortless grace as scarves billow, shimmer, and catch the light—each frame an homage to Gucci’s enduring relationship with silk.
A Storied Legacy
This latest campaign forms the cornerstone of The Art of Silk, a wider initiative honouring Gucci’s silk legacy while looking to the future of artistic collaboration. The programme includes the 90 x 90 project, in which nine international artists reimagine five archival themes from Gucci’s extensive silk archive: Flora, fauna, nautical, equestrian, and the GG Monogram.
Additionally, Gucci has partnered with Assouline to release Gucci: The Art of Silk, a richly illustrated book chronicling the evolution of the House’s silk scarves from the 1950s to the present day.
Gucci’s journey with silk began in the mid-20th century. A pivotal moment came in 1958 with a partnership with a renowned Como-based silk producer, resulting in Tolda di Nave, a nautical-themed scarf that marked the start of a new chapter in the House’s design vocabulary.
Cornerstone Of The Brand
Silk scarves became a hallmark of Gucci’s identity throughout the 1960s, particularly under the creative influence of Italian illustrator Vittorio Accornero de Testa. His work brought vibrancy and intricate detail to Gucci’s silk repertoire, including the now-iconic Flora motif.
Designed in 1966 as a bespoke gift for Princess Grace of Monaco, Flora features 27 flowers and fauna elements, each printed in meticulous detail using 37 individual colour applications. These motifs would go on to influence ready-to-wear collections, with scarf patterns appearing on blouses and dresses as early as 1969.
Themes such as the GG monogram, introduced the same year, the equestrian-inspired Horsebit and Web stripes, and Accornero’s celebrated Animalia prints have all remained central to Gucci’s visual language across silk, accessories, and apparel.
Nautical designs, too, have long played a prominent role. From the early collaboration with Fiorio to the intricate Marina Chain motif introduced in the 1970s, maritime elements have symbolised both refinement and adventure. Most recently, Sabato De Sarno reinterpreted the Marina Chain in the House’s 2023 jewellery line, further anchoring its modern relevance.
Equestrianism has been equally foundational, not only in design but through Gucci’s longstanding support of the sport. From bespoke scarves commemorating elite events like Rome’s Piazza di Siena to the Paris Masters sponsorships of the 2000s, the brand continues to weave tradition into every thread.
(Images: Gucci)
