SUMMER 2023
art direction/ Print & Textile DESIgn/ graphic design/ CONCEPT & REALISATION / brand strategy & identity
DURING MY 4TH SEMESTER IN DESIGN & TEXTILE TECHNOLOGIES, WE WORKEd ON A BRANDED PROJECT DEVELOPING A BRAND STRATEGY AND A PRINT COLLECTION FOR GUCCI'S AW 23/24 SEASON. BASED ON AN EXTENSIVE GROUP RESEARCH ABOUT THE BRAND'S DNA AND HERITAGE, WE DEVELOPED THE CONCEPT FOR "GUCCI CHRONOS".
FINAL PRODUCT OF THIS PROJECT WERE A digital BRAND BOOK INCLUDING THE RESEARCH AND CONCEPT DEVELOPMENT, A PRINT SAMPLE BOOK WITH ALL DEVELOPED PRINTS OF THE COLLECTION, A LINE UP OF TEN LOOKS AND A CAMPAIGN SHOOTING INCLUDING TWO HAND-MADE GARMENTS.
"GUCCI CHRONOS" IS A COLLECTION UNITING THE NOSTALGIA OF A CHILDHOOD IN THE PRE-DIGITAL 90S WITH THE DYSTOPIAN FUTURISM OF TODAYS WORLD. IT IS AN ESCAPISM FROM NOWADAYS HOPELESSNESS WHEN CONSUMING NEWS AND SOCIAL MEDIA FLEEING INTO THE LIGHTHEARTEDNESS OF AN IDEALISED CHILDHOOD IN THE PRE-INTERNET ERA. THE CONCEPT IS PARTICULARLY TARGETING GUCCI'S GROWING CUSTOMER GROUP OF MILLENNIALS. THE LOOKS UNITE GUCCI'S TIMELESSNESS AND ELEGANCE CHARACTERISED by tom ford with bold colours and ironic details. "Gucci chronos" thus takes up Gucci's recent geek-chic while devolving into a new era of minimal luxury.
disclaimer: please note that this was not a collaboration but a branded semester assignment aiming to strengthen the skills of designing with a established brand identity.
photo credits: sarah luisa kuhlewind; graphic design and layout: sarah luisa kuhlewind