When it comes to fashion brands that have made their way into popular culture, Gucci ranks high on the list. After all, even the word itself is part of Gen Z slang. Another realm of popular culture the Italian brand is inextricably linked to? Music.
According to research from music data company Musixmatch, which collaborated with the maison on this project, the word ‘Gucci’ has appeared in the lyrics of a whopping 22,705 songs from 1921 to date. For Alessandro Michele, that statistic was the starting point for the Gucci 100 collection. Over the past year, the maison has released a special film, launched a multimedia exhibition, opened the doors to its archive, the list goes on. Its latest centennial celebration is a capsule collection consisting of ready-to-wear clothing and accessories. The pieces either feature the Gucci 100 logo or are decorated with verses from three songs out of the many tracks that mention the brand, as curated by Michele.
Music and fashion enthusiasts, look out for phrases containing the word ‘Gucci’ from ‘The R’ (1988) by Eric B. & Rakim, ‘You Got Good Taste’ (1983) by The Cramps and Amy Winehouse’s ‘Fuck Me Pumps’ (2003) emblazoned across the Gucci monogram, a GG flower jacquard and other backdrops. These then take the form of hoodies, blazers and T-shirts; as well as bags like the Gucci Diana. The Gucci 100 logo, meanwhile, puts a twist on the usual logo by combining the word and number. The subsequent portmanteau adorns dresses, sneakers, slippers, clutches and more.
“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, the creative director shared. “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.”
Scroll down to see Vogue Singapore’s top picks from the Gucci 100 collection. Then, head down to Gucci Ion Orchard on 14 October to check out the items for yourself in person, and shop your favourite pieces.
Campaign credits
Creative director: Alessandro Michele
Art director: Christopher Simmonds
Photographer & director: Joshua Woods
Make-up: Diane Kendal
Hair: Paul Hanlon
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Gucci 100 Diana medium bag, $6,000
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Gucci 100 messenger bag, $1,680
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Gucci 100 belt bag, $1,680
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Gucci 100 Bamboo mini bag, $3,770
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Gucci 100 mini top handle bag, $3,070
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Gucci 100 bag, $2,900
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Gucci 100 bag, $3,600
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Gucci 100 Ace sneaker, $1,040
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Gucci 100 Princetown slipper, $1,570
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Gucci 100 Rhyton sneaker, $1,290
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Gucci 100 Tennis 1977 sneaker, $1,730
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Gucci 100 sling back pump, $1,330
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Gucci 100 hoodie, $1,680
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Gucci 100 dress, $4,410
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Gucci 100 T-shirt, $870
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Gucci 100 scarf, $700
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Gucci 100 scarf, $1,220
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