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Gucci Continues Digital Makeover With New Instagram Project

It's called #GucciGram, and it will feature collaborations with the web's most creative visual artists.

The fashion world's captivation with the new Alessandro Michele-led Gucci is evident both online and off — from the label's prominence on the streets during Fashion Month to the fanfare surrounding the Italian house's recently relaunched website. Michele's unique way of fusing the old and the new in his collections, ad campaigns and set designs has truly made waves, and now the brand has its sights set on tackling another modern way of telling its story: Instagram. 

On Wednesday, Gucci announced a new project called #GucciGram. The label will partner with both established and up-and-coming talents in the digital space, who will create artworks incorporating two of the label's new print motifs — the floral Gucci Blooms and the geometric Gucci Caleido — along with the classic interlocking Gs. According to Michele, this Instagram initiative stems from the idea that "creativity is often born and finds its voice in digital media, a vital source of visual culture."

The artists chosen were given total creative freedom, and while some chose to reimagine timeless works (like Grant Wood's painting “American Gothic"), others went a little more out-there, with satirical illustrations and video clips. You can learn more about the collaborators on a dedicated microsite on — where all of the commissioned works will live — and browse a colorful selection of the offering below.

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