86 FASHION
THE ART OF SILK
Through a refined interplay of movement, texture, and styling, the campaign highlights how the silk scarves evolve from archival designs into a fluid, modern accessory.
Marking a continued relationship between Gucci and the world of art, two scarves from the collection have been created exclusively for the Los Angeles County Museum of Art, in celebration of the opening of its new David Geffen Galleries. Rooted in the iconic Flora motif, first illustrated in 1966 by Vittorio Accornero, the designs revisit one of the House’ s most enduring symbols. With its intricate composition of seasonal blooms, the Flora print is reinterpreted here through a contemporary lens while maintaining its original complexity and vibrancy.
Crafted from fine Italian silk sourced in southern Italy, these limited-edition pieces are part of an initiative grounded in local expertise, developed in collaboration with Nido di Seta and Ongetta. Rooted in Calabria, the project supports the revival of a once-thriving silk supply chain, fostering an ecosystem that brings together tradition, innovation, and community.
The House’ s storied legacy of silk craftsmanship enters a new chapter with The Art of Silk, a project that reimagines ten archival scarves through a contemporary lens.
Selected by Demna from the Gucci Archive in Florence, their distinctive motifs embody the artistry of the House’ s early language of print. This reinterpretation preserves the character of the originals while offering a nuanced reflection of Gucci’ s ongoing exploration of silk as a medium.
The collection includes Your Majesty, Double Trouble, Morso D’ Oro, Giardino di Seta, Lungomare, Hard-Wear, Salon Privé, and Il Gattino, alongside two exclusive Flora designs created for the opening of LACMA’ s new David Geffen Galleries. Together, these designs embody the richness of Gucci’ s early visual language, spanning Flora, animalia and nautical prints, and other emblematic motifs.
The collection is accompanied by a dedicated campaign exploring the silk scarf as a dynamic element of personal expression, presenting multiple ways of wearing it.
THE ART OF LUXURY ISSUE 76 2026