Fashion

Introducing Gucci's Digital Story of Love

Gucci introduces its Valentine’s Day collection through its digital fairytale love story. 

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Gucci is all about heartwarming love stories. To celebrate the season of love, the Italian Luxury House partnered with Los Angeles-based visual artist Ariana Papademetropoulos to create a limited edition zine called "A Love Story Presented by Gucci."

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Known for exploring the psychological effects of interiors and domestic spaces, Papademetropoulos depicts dream-like hyperreal scenes, capturing the feeling of awakening from a vivid dream. Taking the format of a low-tech graphic novella, both with a digital and print version, the story follows a tiny dainty fairy, played by Papademetropoulos herself, as she searches for a love of her own size.

As we discover this enchanted but elusive world, the powerful storytelling expresses values and ideals that serve as a reminder that love conquers all differences, as perfectly depicted by the fairy’s affairs of the heart. 

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Though they are not the stars of the story, Gucci’s Valentine Day 2022 collection, designed by Alessandro Michele, is also introduced throughout the fairytale love story. Naturally, love takes center stage across the collection featuring geometrical and multi-faceted heart-shaped chain bags and some recalling classic popcorn cartons.

All bags are marked with the word “LOVE” printed atop. In addition, Ace sneakers, slide sandals, and silk scarves with GG monogram canvas are showcased throughout the zine. 

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