Gucci Aria x Mytheresa |
Gucci Aria x Mytheresa |
The Concept
Gucci rang in its centennial year in 2021 and to celebrate, Mytheresa collaborated with the House on a campaign exploring the theme behind its Gucci Aria collection.
Connecting the lyricism behind the capsule’s archival-inspired designs, and that of music as a form of personal expression, Gucci Aria styles were shot on professional musicians from The String Archestra.
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I played into the musical theme using language — harmony, symphony — to create copy that flowed and was both captivating and commercial.
The result? Copy rooted in the house's contemporary output showcasing an understanding of its fashion legacy.
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The approach here involved playing up the musical theme and tying in the grandeur of the setting while using alliteration for melodic resonance.
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