Patterns, prints, culture and commemoration: Gucci is more than just high-end fabrics pieced together. For a century now, Gucci has evolved into a personality, feeling, and signature style that shines through every garment and accessory. Aside from breaking fashion barriers with luxury handbags, ready-to-wear collections, footwear, accessories, makeup, home decor, and more, Gucci is known for celebrating its rich history and evoking memories through their designs. The Italian house recently celebrated its centennial birthday with a series of pop-ups across the world that pay homage to its deep-rooted brand heritage while integrating modern cultural references.

Gucci Creative Director Alessandro Michele collaborated with artist Joshua Woods to chronicle the brand’s evolution and highlight a constant theme: getting dressed in Gucci is a celebration in itself, and shoppers are invited to join. The video campaign posted on social media perpetuates party culture through musical association with various genres reflecting Gucci’s designs through the decades. From jazz to disco to psychedelic to afrobeat, the musical stories behind the many iconic styles and patterns of Gucci are brought to life. Everything from the Dionysus collection to the Marmont line is featured and paired with a beat, hairstyle, and dance move to match. The campaign speaks to Gucci’s position at the forefront of fashion, promoting the narrative that clothes are not just meant to look good, but to feel good too.

The pop-up shops are hit destinations in Atlanta, Beverly Hills, Chicago, Miami, New York City, San Francisco and Toronto. Each location displays several floors of clothing where the contrast of a tenured history and forward-thinking designs is mirrored in the physical spaces, complete with classic architecture confronted by modern lights and mirrored glass. The musical element remains intact, as customers can roam playlists of thousands of songs that name-drop the brand while shopping the centennial collection.

All in all, the Gucci 100 Collection conveys the love for life Gucci is known for. With a mirage of its milestones reflected in the clothes, the campaign truly celebrates Gucci’s past and promises a bright future.