Für Modelabels gehört Instagram mittlerweile zu den wichtigsten Plattformen im Internet. Gucci macht sich dieses soziale Netzwerk ebenfalls zu Nutze und verkündet kürzlich eine Kooperation mit Künstlern, die auf Instagram unter dem Hashtag #GucciGram zu sehen sind. 

Das Modehaus Gucci ist bekannt dafür neues und altes zu vereinen. Mit der neuen Instagram Kampagne schafft das Label eine neue Ebene für Mode und Kultur, denn “#GucciGram is a starting point to tell different stories, which are all united by a great freedom,” so Alessandro Michele, Kreativdirektor von Gucci. “Today creativity is often born and finds its voice in digital media, a vital source of visual culture.” Dieses digitale Kunstprojekt wird von internationalen Stars aus der Kunstszene unterstützt, wobei vor allem die “Blooms” und “Caleido” Prints der neuen Kollektion als Inspirationsquelle dienen.

Illustratoren, Bildene Künstler und Online Gestalter aus der ganzen Welt haben Bildkombinationen erschaffen, die zum Teil neue oder alte Werke der Kunstgeschichte mit dem aktuellen Gucci Print verbinden. Collagenartig werden hier Klassiker der Kunst mit der modernen Welt konfrontiert, verbunden und in eine dynamische Umgebung transportiert. Das Internet. Ziel aller Sehnsüchte und Ort aller Abgründe. Hier im Netz lässt sich die verspielte Bildsprache der neuen Online Kampagne harmonisch erleben, kommentieren oder teilen.

The UK-based Gill Button’s illustrations are done in a playful, painterly hand that makes the visages, coifs, and poses of high fashion both intimate and accessible. Like the stray wisp of hair framing the face of the immaculate model or the untucked edge of a t-shirt holding a look together, the confident, fluid brushwork of @buttonfruit’s illustrations make beauty and glamour ever more beautiful and glamorous by rendering the imperfect details—slight asymmetry; the palette of colors that make up the purplish blue shadows under an eye. Forget Photoshop or airbrushing: the magic is in seeing every stroke, every painterly decision. The illustrations are sleek, fluid, and effortless—the artistic equivalent of that hip, disaffected friend you adore and secretly wouldn’t mind emulating. Tightly cropped on Instagram, the compositions pull the viewer up close and personal: @buttonfruit’s fashion portraits are at once confrontational and cool, intimate and vulnerable. In her riff for #GucciGram on the #GGCaleido and #GGBlooms prints, @buttonfruit gives the model a sharp, intelligent gaze; she’s a woman who knows how to get what she wants, and she’s dressed to do it. The artist’s characteristically fluid brushwork and eye for color render patterns in confident, crisp detail; it’s dazzlingly clear and refreshing to look upon. See more through link in bio. Text by @lrsphm

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To press play on one of U.S. artist Nic Courdy’s (@ncour) video collages is to enter into a spellbinding convergence of fine art, film and music. Often romantic, sometimes verging on grotesque, the thematic scenes @ncour creates would overwhelm the senses if not for the elegant touch of this young American artist, who knows just how much stimuli his followers can take in one Instagram-sized shot. Starting with paintings from the Old Masters, or those of early 20th Century Modernists, Courdy animates his collages with video clips depicting nature and classic film. Then, dubbed with movie voiceovers and swelling film scores, or animated against a backdrop of classical music arrangements, each finished collage tells a story as evocative as any painting, film or piece of music is able to. For his collaboration with #GucciGram, Courdy has created a cinematic dreamscape of fine art, film, dance, music and fashion. In it, collaged-in characters lounge in a wooded sanctuary, while a window to another time and space reveals two classic film lovers making their way toward a kiss punctuated by a single pink flower: a blossom seemingly plucked from the #GGBlooms print blanketing the forest floor. Text by @allisonkgibson

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Everyone knows that Instagram is a caricature of real life, but Ed Fornieles (@eddfornieles) is illustrating that quite bluntly—by becoming a cartoon. In his current project, the artist has transformed himself and his friends into cartoon avatars that navigate photographs of real landscapes, creating an effect familiar to millennials who grew up watching “Who Framed Roger Rabbit?” and “Space Jam.” Fornieles has been using social media as a platform for his work ever since 2011’s “Dorm Daze,” a semi-scripted narrative that unfolded on Facebook over three months, with actors “performing” profiles based on American college students. When the British artist moved to Los Angeles, this line between reality and fiction was further blurred. On Instagram, Fornieles is now an anthropomorphized fox, having adventures in real-life places with pals like critic Dean Kissick (a platypus) and the artist Amalia Ulman (a cat). In his remix for #GucciGram, there’s a new lady-rabbit visiting LA landmarks like the Griffith Observatory in a sultry #GGBlooms -inspired dress. See more through link in bio. Text by @paloma_powers

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Paris-based Chris Rellas’s visual mashups of fashion and fine art have amassed his @copylab feed an enormous following and earned him the attention of fashion media. In @copylab’s world, a 19th-century peasant is rebranded as a contemporary fashionista by means of piercings. Or Frida Kahlo, reigning queen of the art historical self-portrait, appears to be as at home styled in playful sunglasses as in her iconic flower crown and macabre necklace of thorns. Delivered with a sense of humor as sly as Mona Lisa’s smirk, @copylab’s images nod to the historical context of the original work while freely celebrating contemporary high fashion and other touchstones of the cultural and political moment. When Rellas drapes Gucci’s Reversible #GGBlooms Tote over the shoulder of a woman in a Renaissance dress locked in full embrace with her lover, the scene is instantly transported to present day. The image, originally painted by Hayez, who is the subject of an upcoming exhibition in Milan featuring the painting, bears so many traits common to Instagram’s usual suspects that you would be forgiven for thinking that one of your IRL friends had recently acquired a gorgeous new bag—and a boy—while scrolling through your feed at a quick clip. #GucciGram Text by @allisonkgibson

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The New York-based artist Kalen Hollomon’s (@kalen_hollomon) work is a mix of classic paper collage and digital knowhow, splicing images from fashion and old-school advertising, often bringing them to life through animation. The paper cut-outs can be cheekily demure, trashy-sexy, or even creepy—like Hollomon’s video of a photo of Justin Bieber with eyes moving behind paper cutouts. Updating the old-fashioned technique of paper collage with new audio/video tricks brings ripe fruit to Hollomon’s art practice, which benefits from the visual language of celebrity and advertising. There’s Britney Spears licking a kitten, an image which seems like it should have existed already; there’s Michael Jordan with a cup of Gatorade and a startlingly loose wrist, his hand rotating as though on an axle. The animation is charmingly flat, paper-based, geometric slides or turns or rotations, making it feel tactile and even a little silly—it’s a joke, but happily, we’re all in on it. For #GucciGram, Hollomon has utilized collage, taking found imagery of all plump 80s babes with red lips, hair gel and lustful demeanors in combination with photos of the new #GGBlooms bag, for a collection of images inspired by desire. They speak to a tongue-in-cheek consumer culture, luxury that knows what luxury is and what luxury tastes like—literally. Text by @lrsphm

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The Most Famous Artist (@themostfamousartist) is actually a group of several, who pool their brilliance to work together on odd jobs of appropriation, upcycling, and zeitgeist-creation. The work they sell directly under The Most Famous Artist name repurposes found or foraged paintings, taking the work of another, often forgettable nobody artist and overpainting it. The originals are often genre paintings, or works trapped in 19th century ideas of composition and color. The Most Famous Artist updates these period pieces with corporate as well as couture logos, or abstract, much more contemporary swathes of color, which frequently spill beyond the canvas and onto the frame. This treatment of painting itself as a kind of readymade that can be augmented with a signature style is very much in line with the collective’s business-forward, high-visibility, high-volume sensibility. On Instagram, The Most Famous Artist’s feed is a hodgepodge of its many members’ wide-ranging interests. The feed pulls in the work of other unquestionably famous artists, creating a kind of extended riff on artistic celebrity itself. It is also an interrogation of what makes famous art famous. But where their paintings often trade in the language of logos, their Instagrams cite contemporary art styles like Damien Hirst’s dots, or Banksy tags, halftone blips like partial views of a Roy Lichtenstein or a Barbara Kruger. For #GucciGram, The Most Famous Artist member Matty Mo took the iconic Grant Wood painting, “American Gothic,” and reworked the simple colonial-print fabric the woman wears so it looks like her top was made from a bolt of #GGBlooms fabric. The man is wrapped in a blown-up version of #GGCaleido, enlarging the geometric pattern so it seems like scrim pulled over his drab coat. Their doctored, dressed-up image is then shown from several different vantages and places, a gleeful confusion of era that puts now in touch with then. Text by @epsteinian

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Text: Saskia Weigel
© Instagram/gucci

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