Gucci is once again supporting art, this time collaborating with Ignasi Monreal.
Named “GucciHallucination”, as the campaign of this season, the series consists of nine different T-shirts each sold only 200 copies, and nine sweatshirts, each sold for 100 copies. Each exhibiting a digital work by Monreal for the spring-summer 2018 campaign. All the pieces will be accompanied by a numbered label, as well as a personalized packaging with Monreal illustrations. In addition to the launch of the capsule, Gucci and Monreal worked together to produce an art wall in East London, the first of its kind in the UK after previous installations in New York and Milan.
Monreal has been collaborating with Gucci and its creative director Alessandro Michele for some time now: their first collaboration dates back to the #GucciGram initiative of the luxury house on Instagram in 2015. The digital painter also worked on the “Gift Giving” campaign 2017 of Gucci, and he imagined the artistic and surreal images used in the brand’s spring-summer 2018 commercials.