‘The Art Of Silk’ pays homage to the Italian fashion house’s long history of elegant silk scarves, by reimagining ten previous designs through a contemporary lens.
It is the first opportunity for Gucci’s new creative director Demna, appointed in 2025, to make his mark on the key piece.
The house’s legacy of silk craftsmanship goes back to the 50s and 60s when it began its journey into silk, working with master artisans and artists to represent captivating floral depictions and other designs such as nautical, equestrian, and GG Monogram details on the square-shaped accessories.
In one of the most significant moments, in 1966 the Gucci Flora print scarf was custom-made by Italian illustrator Vittorio Accornero for Princess Grace of Monaco, aka Grace Kelly. It became emblematic of the elegant, low-key glamour of the place and period and heled cement the silk scarf’s role as a timeless fashion essential.
For ‘The Art Of Silk,’ Georgian designer Demna delved into Gucci’s archives in Florence to uncover ten pieces to reinvigorate. In particular he chose designs with distinctive motifs said to embody the artistry of the House’s early language of print.
The collection includes Your Majesty, Double Trouble, Morso D’Oro, Giardino di Seta, Lungomare, Hard-Wear, Salon Privé, and Il Gattino. In addition, the Flora motif has been used to create two exclusive designs for the Los Angeles County Museum of Art, in celebration of the opening of its new David Geffen Galleries.
The idea is that the pieces provide a wearable piece of art, but also encourage the wearer’s styling flair. They are an ideal tool for affirming a personal brand given the number of ways scarves can be used to adorn the body, hair or even the handbag.
A new campaign also illustrates this idea, showing the evolution from archival designs into a fluid, modern accessory.
Each limited edition piece, a perfect 90cm by 90cm, is created fine Italian silk sourced in southern Italy.
The new collection extends the ‘Art Of Silk’ project, first launched in 2025 with a campaign starring Julia Garner, photographed by Steven Meisel, alongside Gucci: The Art of Silk, a coffee table book tracing the evolution of the House’s silk creations from the 1950s to today.
