Gucci Announces A Gift Giving Initiative for the Holiday Season

Gucci Announces A Gift Giving Initiative for the Holiday Season

Gucci is channeling the true spirit of the holiday season.

Gucci is channeling the true spirit of the holiday season.

Text: Danielle Combs

Today, Gucci is launching its Gift Giving campaign for the holiday season. Spanning many categories from handbags and shoes to porcelain and jewelry, the fashion house's Gift Giving selection will be supported with some fun digital features. On the Gucci app, you can use filters to customize photographs, personalize digital greeting cards, access an interactive version of the Gift Giving book, and scan the stunning Gucci shop windows to animate them on the app. In addition, there will be a homepage takeover on Gucci.com to promote the campaign, which will feature new illustrations depicting the Italian house’s new eyewear.

At the center of the Gift Giving campaign is a book that showcases a whole series of digitally created artworks by Spanish artist Ignasi Monreal. With a narrative referencing the story of the fall of Icarus, the catalogue features works that incorporate the products that Gucci selected for the campaign: belt-bags enclose a classical statue, small leather goods form contemporary takes on Renaissance-style still lives, a kingsnake wraps around the legs of a girl wearing boots, and two kittens in sunglasses pop out of a Gucci mug covered in the green Herbarium print, while handbags with chain shoulder straps hang from a road sign.

"Icarus fascinates me because of his story, which could be read a bit like a mantra, I guess," says Monreal. "If you fly too close to the sun, you're going to get burned. If you fly too low, you're going to drown in the sea. It feels quite bluntly obvious, but I find it quite timeless, and reassuring. You have to find the middle point to land on the other side. It’s not a cosmic science, just a tricky human condition. Icarus himself is a very romantic character and of course symbolic of everything young and pretty. Very East London!"

Click through the slideshow below to see what the Gucci Gift Giving campaign has to offer.

Credits: PHOTOS COURTESY OF GUCCI

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