Gucci has once more intensified its collaboration with the world of art; this time in New York. As a result of an agreement with Colossal Media, a leader in hand-painted outdoor advertising, the Italian fashion house will “manage” a wall in the heart of SoHo. Located on Lafayette Street, between Prince and Spring, the wall is 2,500 square feet and it will be decorated by artists selected by Gucci throughout the year.
The first one to have the opportunity to express her art on the large-scale mural has been Jayde Fish. San Francisco-based illustrator, Fish was discovered by Alessandro Michele, Gucci’s creative director and art lover, on Instagram. Before working on the mural – which took 6 days to be completed -, she had previously collaborated with the double G fashion house creating illustrations that Michele included in Spring-Summer 2017 women’s collection. Fish’s latest and imposing work was unveiled to coincide with the opening of New York Fashion Week and it will remain on display until March, 31st. The digital counterpart of the mural will be available, in the vicinity of the building that houses it, in the form of a geofilter Snapchat created by Fish herself.
With this project Gucci strengthens its ties with art. A bond that now seems to transcend real life to embrace the virtual one, as it happened with #Guccigram and #24hoursace, projects involving artists from around the world.
Ilona Catani Scarlett