Gucci’s long history with excellent silk craftsmanship is celebrated by The Art of Silk campaign, featuring collaborations with nine international artists.
Longevity in the fashion industry is what elevates a brand to legendary status. Gucci is a fashion house that has firmly secured its place in this elite echelon. Founded in 1921, the Italian brand is renowned for its exceptional craftsmanship and impeccable design. From the classic monogram to its iconic bags, Gucci has consistently released pieces that have become part of fashion history.
Moving past the iconic Tom Ford-era Gucci and the recent embrace of its eccentric aesthetic, Gucci remains a brand with a long-standing history of silk craftsmanship. Honoring this legacy, Keep It Gucci: The Art of Silk is a new campaign that pays tribute to the house’s enduring expertise in silk.
Through Steven Meisel’s lens, actress Julia Garner stars in a visual narrative that celebrates the House’s impeccable silk. Set against the city at night, the imagery evokes a cinematic mood, where light and shadow dance in harmony. The silk scarves become expressions of individuality, moving effortlessly with the wearer.
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The First Threads of Silk
Gucci’s storied romance with silk craftsmanship began in 1958, when the House partnered with artisanal weavers from San Fermo della Battaglia, a picturesque village near Lake Como, to produce 90-by-90 centimeter silk masterpieces, each meticulously crafted by hand. Every scarf was delicately hand-screened, marking the inception of the brand’s enduring and poetic affinity with silk. In the twilight years of the 1950s, Gucci’s earliest scarf designs were adorned with nautical motifs. It wasn’t until nearly a decade later that the house would pivot to its now-iconic floral print—sparked by a serendipitous encounter with Princess Grace of Monaco.
That pivotal moment blossomed into a gesture of gratitude toward the princess herself. When she arrived in Milan with her husband, Prince Rainier, the royal couple visited the Gucci boutique on Via Montenapoleone. To honor her visit, Rodolfo Gucci—Guccio’s son and the boutique’s owner—commissioned a special gift. The result was the now-iconic Flora motif, created in 1966 by visual artist and illustrator Vittorio Accornero de Testa.
At the time, Vittorio was an illustrator for a women’s magazine and created fairy tales for children’s books. His collaboration with the brand continued for over 20 years, resulting in more than 50 unique scarf designs. Among them, the Flora motif stood out distinctly. Set against a simple white background, its colorful botanical elements brought the collaborative vision to life. Today, this print is featured in The Art of Silk campaign, which celebrates Gucci’s legacy of silk craftsmanship and artistic innovation.
The new campaign features collaborations with nine international artists who reinterpret archival themes through their own unique perspectives. Among them are Everett Glenn, Robert Barry, Sara Leghissa, Currynew, Jonny Niesche, Gio Pastori, Walter Petrone, Yu Cai, and Inji Seo—each honoring the brand’s heritage by infusing its archival prints with fresh, contemporary expression.
How To Wear Your Gucci Silk Scarf:
Sun hats, sunglasses, and visors are the usual go-to headpieces during summer. Finding something unique to spice up your outfit can be a challenge. Sure, you can opt for the standards, reinvent yourself with a flower crown from 2016, or don an out-of-season headband, but it may still seem out of place or, worse, out of style. In 2025, we predict that the “it” headpiece for summer will be silk scarves, specifically those from Gucci Spring/Summer 25.
For a classic summer look, twist your Gucci scarf into a long band and wrap it around your head, tucking the ends in. This chic and timeless style is perfect for a day at the beach or a picnic in the park.
The headband is also a classic way to accessorize with a Gucci scarf. Simply fold the scarf into a narrow band and tie it around your head. The placement of the knot can change the overall feel. For instance, a knot at the top adds a playful touch, perfect for a casual summer outing or a music festival.
You can also use your silk scarf as a hair accessory. After tying your hair in a ponytail, you can wrap your scarf around the base or the end of your ponytail to enhance your look. This styling tip offers a fun and refreshing way to incorporate your scarf.
Wearing a headscarf is a stylish way to express your personality in summer outfits. In addition to being a fashionable accessory, a silk headscarf also shields your face from the harsh UV rays of the sun.
Banner photo courtesy of Gucci
