#GucciGram Tian: The Second Chapter of Gucci’s Instagram Project
#GucciGram took the world by storm last October, so it only seems natural the luxury brand would continue on the project. The first instalment, created by creative director Alessandro Michele, saw classic portraits and works of art reconstructed using Gucci’s Caleido and Gucci Blossom’s prints. The digital art project took off on Instagram above other platforms, and is now ready to welcome its second chapter. The Gucci Tian pattern is the latest addition to this new craze, and can be recognized by its fun pattern of flowers and birds, with an inspiration rooted in the landscapes of China from tapestries and screens created during the 18th century.
The new installation is collectively referred to as #GucciGram Tian, and the references to the inspiration source aren’t only viewable in the print itself. All of the contributors to the craze are from Asia, further accompanying the overall presentation. Submitted #GucciGrams covered a vast array of styles, from Cao Fei’s Tian patterned slippers in a run-down area of an urban city to Jaesuk Kim’s use of the print to create an illustration. Kim took Tian and constructed an illustration of a Gucci-clad woman brandishing two iconic Gucci handbags.
Artist Xu Wenkai decided to take the Tian print and revamp it, by playing with the color and contrast, showing one solitary bird in a bright blue while damning everything else to the background. All but the bird are created with an essence of static, giving everything else the appearance of being choppy while still maintaining the integrity of the overall pattern. It makes the digital trend even more of a digital art, bringing together technology and art and marrying them beautifully together.
All of the results from the project can be found on Instagram by performing a quick search for “#GucciGram”, as the most recent results are those featuring the Tian print. Gucci made things even simpler, though, by compiling all of the work as a wing off of its main website. Going to gucci.com/guccigram-tian will show all of the accepted submissions in a compact microsite. You will easily be able to scroll through and see the talent at your own pace, taking time to read the meaningful descriptions for each one.
Finally, the luxury label will be sharing the GucciGrams on their social media pages, creating another easy way to view the photos, but the descriptors are less in-depth, as is the case for social networking. The Agenda, a segment of Gucci.com, features all works from the #GucciGram campaign, so you can go here to find most recent works with Tian, as well as the past year’s installations.
Photos courtesy of @Gucci