Gucci has long been a brand that encourages self-expression, offering its wearers a canvas to tell their own stories. Founded in 1921 by Guccio Gucci in Florence, the brand quickly became synonymous with exceptional leather craftsmanship. But Gucci’s influence goes beyond its artistry; it has always empowered people to define their own identity through fashion. Over the decades, the brand’s bold designs have resonated with different generations, from Tom Ford’s seductive allure in the ’90s to Alessandro Michele’s extravagant vision. Each creative direction has been an invitation for individuals to explore and express who they are, using Gucci as a medium for personal style and values.
Among its many celebrated designs, one accessory that has withstood the test of time is the silk scarf. More than just a piece of fabric, the Gucci scarf has become an emblem of personal expression. Worn by a multitude of icons—past and present—and re-interpreted by today’s tastemakers, the scarf transcends generations, telling unique stories through its intricate patterns and motifs. Whether styled as a neckpiece, headscarf or tied to a handbag, it transforms with every fold and drape, becoming a true canvas for individuality. Its versatility makes it an essential piece, adapting to the wearer’s personality, heritage or mood.
Gucci’s 90 x 90 collection breathes new life into this iconic accessory. Named after its signature dimensions, the campaign transforms this iconic accessory into a platform for storytelling through collaborations with nine international artists. Each visionary brings a distinct perspective, infusing the collection with creativity, culture and contemporary artistry. Conceptual artist Robert Barry transforms the scarf into a thought-provoking dialogue on language and space. Everett Glenn blends comic book influences with introspective storytelling, creating dynamic, narrative-driven designs. Jonny Niesche explores light and perception, infusing the scarves with ethereal colour gradients. Milan-based Gio Pastori brings his signature paper-cut technique to bold, abstract compositions. And Inji Seo’s pop-infused visuals bridge the worlds of fashion, music and contemporary media. These collaborations underscore Gucci’s commitment to artistic diversity and creativity, transforming the scarf from a luxury item into a cultural statement.
At its core, the 90 x 90 collection reflects the evolving relationship between Gucci and its audience. By embracing artists from various backgrounds, the collection ensures that the scarf remains a luxury item of personal significance for each wearer. Whether passed down as a cherished heirloom or purchased as a modern expression of style, the scarf’s enduring appeal lies in its ability to carry meaning far beyond fashion. In a time when individuality is paramount, Gucci’s silk scarves continue to hold their place as timeless symbols of self-expression. The 90 x 90 collection demonstrates that an icon doesn’t remain stagnant—it reinvents itself, just as the house that created it continues to do.
Below, peruse through Vogue Singapore’s curated selection from the collection.
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Gucci 90 x 90 project printed silk carré by Inji Seo, $980
Available at Gucci.
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Gucci 90 x 90 project printed silk carré by Jonny Niesche, $980
Available at Gucci.
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Gucci 90 x 90 project printed silk carré by Sara Leghissa, $980
Available at Gucci.
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Gucci 90 x 90 project printed silk carré by Robert Barry, $980
Available at Gucci.
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Gucci 90 x 90 project printed silk carré by Walter Petrone, $980
Available at Gucci.
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Gucci 90 x 90 project printed silk carré by Yu Cai, $980
Available at Gucci.
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Gucci 90 x 90 project printed silk carré by Currynew, $980
Available at Gucci.
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Gucci 90 x 90 project printed silk carré by Gio Pastori, $980
Available at Gucci.
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Gucci 90 x 90 project printed silk carré by E.S. Glenn, $980
Available at Gucci.
The new Gucci 90 x 90 project is available exclusively at The Shoppes at Marina Bay Sands, one of the three locations in Southeast Asia and the Pacific region.
Vogue Singapore’s April ‘Movement’ issue will be out on newsstands from 14 April and available to preorder online.
