Gucci has created a uniquely creative campaign with Hypebeast to capture the essence of their monochromatic redesigned styles. The monochrome collection is made up of freshly designed versions of their classic footwear products – the Basket, Screener and Rhyton.
The reinvented Gucci Baskets are available in high and low-top styles, with contrasting black and white stripes. The famous Screeners with a 70s-inspired flair have been designed in white leather with a dual-colour sole. Last, but not least, the chunky souled Rhyton comes in a black and white colourway as well as a full black.
Women’s
Men’s
However, Gucci is not the only one recreating masterpieces in monochromatic colours. New contemporary artists Elspeth Vince, Navinder Nangla, and Shaquille-Aaron Keith have chosen one of their past artworks to recreate in a colourless form. Just like the trainers, the artists’ work are transformed into black-and-white paintings. Focus is put on forms and shapes as these paintings are shown in a different perspective- similar to the Baskets, Screeners, and Rhytons. Blurring the lines between art and fashion and merging the two worlds together head-on, is exciting and inspiring.
Inspired by lots, Vince took influence from conversations among friends as well as her own body to tell the story of this piece. She puts focus on memory through her playful use of light and shadows.
Nangla sees his work in a therapeutic manner as he takes joy in creating his artwork. Inspired by his mantra ‘destruction is a form of creation’ his black and white painting is everything we love about contemporary and modern art.
Shaquille-Aaron Keith believes he is a storyteller before he is an artist. Art allows him to tell stories which otherwise may not be told. His painting tells the story of his youth and allows him to reflect on his adolescent years. Although his painting was already a monochromatic masterpiece, he took the inspired decision to invert everything in his composition.
The Campaign
The campaign caught our attention very easily as Hyperbeast create an auction scene allowing Gucci wearers to bid on the three paintings which were re-imagined by the artists. A comedic, while remaining high fashion tone is used in the campaign which speaks the nature of the brand. Bidders are cleverly wearing the monochrome collection which is easily spotted in the unconventional auction room while they try to outbid each other on the paintings. The campaign ends with the auctioneer- Columnist Raven Smith- awarding the highest bidder the win. Now that is an auction we would like to attend.
Words By Erin Wilson
Header Image: @Gucci on Instagram
