GUCCI’S GG PSYCHEDELIC COLLECTION

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From 11 February 2020, visit Gucci’s pop-up store on the ground floor of Galeries Lafayette Paris Haussmann.

 

Alessandro Michele’s unusual approach to luxury fashion continues to develop as he shapes new directions for the almost hundred-year-old fashion house. Today, Gucci has announced the third wave of Gucci Pins, its temporary boutiques inspired by pins on interactive digital maps. It follows on from the two previous editions that saw the launch of boutiques dedicated to the Gift Giving 2019 and Chinese New Year collections, which came out in November 2019 and January 2020 respectively. Today, the initiative is coming to Galeries Lafayette Paris Haussmann, where a personalised Gucci pin will appear on Google Maps. The Gucci Pin boutique at Galeries Lafayette Paris Haussmann is dedicated to the launch of the GG Psychedelic collection.

Available exclusively at Galeries Lafayette Paris Haussmann.

For this season’s collection, which stands out on account of its colours, energy, impact and dreamlike spirit, Creative Director Alessandro Michele has given the GG logo a new playful interpretation with a streetwear attitude by adding multicolour stars. This new pattern, 100% contemporary and original, has been applied to various items, particularly prêt-à-porter lines for both men and women, handbags, luggage, shoes, small leather goods, accessories, and a watch. It has also inspired a jewellery line. The GG Psychedelic Gucci Pin boutique at Galeries Lafayette Paris Haussmann also features a number of exclusive items, including: A canvas rucksack, a canvas travel bag and the Ophidia canvas bucket bag, all from the GG Psychedelic collection.

This approach channels the psychedelic spirit of the 70s, with its visual distortions, surrealist imagery and broad colour spectrums. In keeping with the brand’s principles, the GG Psychedelic Gucci Pin boutique at Galeries Lafayette Paris Haussmann offers a dreamlike landscape of nocturnal refractions and reflections that transports visitors to a fantasy nightclub where they are invited to join the party. Bespoke animations plunge shoppers even deeper into this fantastical universe. The launch of the GG Psychedelic collection is supported by the whimsical campaign shot by photographer Jordan Hemingway. From the cloakroom to the dance floor, Jordan Hemingway’s shots are illuminated by reflections from disco balls. As the night owls mingle and dance, the disco ball spins faster and faster and becomes hypnotic, eventually absorbing the clubbers into a fun, surreal space with giant mirrored walls.