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Gucci taps Ignasi Monreal for latest millennial-specific capsule

by Apparel Resources News-Desk

6 months ago  |  2 mins   read

GucciHallucination by Gucci x Ignasi Monreal
Image Courtesy: hypebeast.com

Gucci isn’t ready to loosen its firm clasp with Ignasi Monreal just yet… The two have come together yet again for a new capsule collection.

Dubbed #GucciHallucination, the limited edition collection will comprise sweatshirts and T-shirts featuring surreal illustrations designed by Monreal.

Interestingly, Gucci is commercialising the collection by leveraging the concept of ‘limited edition’ pieces that work extremely well with the younger clientele that the brand has recently started targeting.

The exclusive Spring/Summer 2018 collection includes only 9 styles of t-shirts which will be manufactured in only 200 units. The number of sweatshirts in the collection will be 100 units and each of the pieces will bear a dedicated number and label that will be delivered to the customers in a specially created packaging which will also feature Monreal’s work.

Image Courtesy: hypebeast.com

Monreal has been working closely with Gucci’s Creative Director Alessandro to create public and digital advertising campaigns for the brand that depict runway garments translated in Renaissance-style portraitures.

Michele first tapped Monreal for the #GucciGram project way back in 2015 and has hence developed a strong collaborative relationship with the Spanish artist.

GucciHallucination by Gucci x Ignasi Monreal
Image Courtesy: hypebeast.com

Monreal went on to create a campaign inspired by Greek and Roman mythology for Gucci’s 2017 Holiday Season and Gift Catalogue, followed by graphics that were featured on pieces from Gucci’s Cruise 2018 collection.

More recently, the visual artist worked on the luxury brand’s Spring 2018 ad campaign and also starred in the campaign’s satirical video himself as the curator of a fictional Gucci gallery.

The ‘Gucci Hallucination’ collection will be available to purchase beginning 11 April, after its exclusive launch on the brand’s official website at Gucci.com.