One hundred years of greatness and pop culture domination, Gucci 100 has arrived. Celebrating a century of brilliance, Alessandro Michele’s Gucci 100 collection is turning up the music. Discovering that the word Gucci has appeared 22,705 times in song lyrics since 1921, Alessandro has stamped the collection with lyrics from three iconic Gucci-fied songs: “Music is Mine Gucci Seats Reclined”, from the song “The R” (1988) by Eric B. & Rakim, “This One’s Dedicated To All You Gucci Bag Carriers Out There It’s Called You Got Good Taste” from “You Got Good Taste” (1983) by rock band “The Cramps” and “And The Men Notice You With Your Gucci Bag Crew” from Amy Winehouse’s “Fuck Me Pumps”. 

“The centennial, for me, represents an opportunity to bear witness to Gucci’s eternal vitality that year after year, is reborn, it renews itself, reestablishing an unusual relationship with contemporaneity as a boy, forever young, observing the world with a powerful vision,” says Alessandro. “I recognised the manifestation of its youth in its having intercepted and traversed, for one hundred years now, popular culture in all its forms. Above all, in music: the only medium, aside from fashion, more reactive to the times that mutate and mark the new, the today, the now.” We do love a celebration of fashion and music. Hip-Hop, Jazz, Disco, Afrobeats, Psychedelic Funk and Japanese Punk are the genres we’re pressing play on, as featured in the campaign. “It isn’t a revisionist attempt to rummage through the past: if anything, mine is a ‘reverse’ revisionism of the House’s history, stitched back together by a piercing note, a melody, a refrain,” Alessandro says. “Also because, if I were to depict Gucci, for me it would be an eternal teenager who hangs out at places where music is heard and played.” The Gucci dream. Seats reclined. We got good taste. Turn it up ‘cause it turns us on.

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