Gucci Collaborates With Illustrators For G-Timeless Watch
A new collaborative campaign from Gucci is as sweet as honey.
In keeping with his dedication to artistic collaboration, creative director Alessandro Michele invited visual artists from around the world to create artwork depicting various models of the brand’s G-Timeless automatic watch. All were challenged to creatively interpret the watches in their own way, and to focus in particular on the element that makes the G-Timeless so distinctive: the motif of the bee, which was first introduced to Gucci in the ’70s, and now adorns the face of each timepiece.
The artists truly represent the global community. While some, like Winnie Chi from China and Kieron Livingstone from the UK, have previously collaborated with Gucci, most are new discoveries for the House: like London-based Oh de Laval and Tishk Barzanji, Balfua from California, David Macho from Spain, and Andrey Kasay from Russia. Other artists include the USA’s Margot Ferrick and UK’s Cambo, who used a proverb from the poet William Blake to create a colorful piece of propaganda. Although each artist has brought a deeply personal eye to the project, all the pieces share a dreamy, surreal mood, perfectly in keeping with Gucci’s eclecticism.
This sense of cohesive eclecticism seems to be Alessandro Michele’s secret power. With each new collaboration he allows his fellow artists to express something unique and personal, yet he always manages to make it fit perfectly within the aesthetic language of the brand. With each new campaign, Gucci grows both outward and inward, expanding into new artistic territory while always becoming more and more itself. It’s no wonder they generate so much buzz.