There’s no denying the incredible that storied Italian luxury house Gucci has received under the watch of its latest artistic director, Alessandro Michele. Irreverent, colourful and acutely representative of contemporary culture, Mr Michele’s collections for Gucci have been widely well received both critically and commercially. But now, the reinterpretation of the brand is coming from outside of the house care of its new video project, #24HourAce.
For one hour earlier this week, Gucci’s Snapchat account was taken over by a series of artists for one hour, with each posting images to illustrate their vision of what Gucci means, crossing the world from Gucci to New York City. The project celebrates the latest iteration Gucci’s Ace tennis sneaker, decorated with Mr Michele’s signature decorative elements, and follows similar projects with Gucci Blooms, Gucci Caleido and Gucci Tian motifs, offering a platform for promotion of the product but also for artists to reach a broad global market.