Exploring London Through the Lens of Gucci’s Artistic Vision
Creative Director Sabato De Sarno’s affinity for London is evident in Gucci’s fourth volume of “Gucci Prospettive”, a collection of art books which capture the brand’s artistic vision. This particular edition, named “Gucci Prospettive: Ancora Londra,” spreads across 131 pages and chronicles London’s notable locations including the River Thames, the National Theatre on Southbank, and prominent Gucci landmarks like The Savoy and the Tate Modern.
“When it came the time to select the destination for my first cruise collection, London was the natural choice. This city has had a great impact on myself, welcoming me and listening to me in a moment of my life when feeling included [understood] could make a difference in my path. Same goes for Guccio Gucci, whose story intertwines with The Savoy’s in an almost magical way, becoming the stuff of legend,” said De Sarno.
The book was produced by Contrasto and will be available at Gucci’s New Bond Street store, Reference Point, Shreeji Newsagents, and the Tate Modern. The volume contains artwork and photography from celebrated British artists including Tracy Emin, Martin Parr, and Francis Bacon, as well as works from artists inspired by London like Wolfang Tilmans and Tina Barney.
The featured images magnify the cultural diversity of London. For instance, one page showcases a snapshot of a girl from the Ebony Horse Club, a Brixton-based youth organization promoting equestrian activities, while another features Queen Elizabeth II on a horse donning a Gucci scarf.
Other pictures include Princess Diana carrying a Gucci bamboo bag at Chelsea Harbour Club, a cutscene of rapper Skepta from his music video “Shutdown,” and a behind-the-scenes shot of Charlotte Rampling during the film production of “I, Anna.”
In the book, De Sarno characterizes the publication as a “story of joy of life, of passion, of humanity, of people, of real life, of irreverent glamour, of provocation, of confidence, of simplicity, of immediate feelings and emotions.”
The book, curated by Charlene Prempeh and Lewis Dalton Gilbert from creative studio and art consultancy A Vibe Called Tech, is separated into four parts: “Dream Buildings,” “People Watching,” “Watching People,” and “Building Dreams.”
“London is a city of dreamers. Inspiration springs from unexpected corners, and ideas whirl, coming to life in ways that can feel both accidental and startling. You can try to define London by its geography — East vs. West, South vs. North London — but it’s an exercise that will leave you holding a handful of archetypes and clichés,” the curators said in their editor’s letter.
On Thursday morning, the duo delivered an intimate talk centering on the book at Gucci’s New Bond Street store. This event also showcased works of artists such as Rachel Whiteread, Cerith Wyn Evans, Sonia Boyce, and Sunil Gupta featured in the book.
Gucci has actively engaged in several initiatives in Britain over the past year. The brand has set up an academic scholarship with the London College of Fashion through its Gucci Changemakers London program, launched a store in Edinburgh which is Gucci’s first full-price freestanding outlet outside London, and utilized the digital advertising boards in Piccadilly Circus for billboard shots of tennis player and brand ambassador Jannik Sinner. Furthermore, Debbie Harry was the star of Gucci’s “We Will Always Have London” campaign shot in the city.
