Wrap your head around this (or your neck, torso or whatever else). Demna is taking a deep dive into the Gucci Archive in Florence to breathe new life into 10 archival silk scarves in a new chapter of The Art of Silk. Following the project’s launch in 2025, this iteration taps into the versatility of the silk scarf, playing with the movements and textures of the kerchief in the campaign’s styling. The collection spotlights a handful of designs from the house’s past as well as two exclusive Flora prints created to celebrate the opening of LACMA’s new David Geffen Galleries.

As an homage to silk craftsmanship, the limited-edition pieces were developed with the Calabrian Nido di Seta and Ongetta fabric manufacturers as part of an initiative to support the revitalisation of southern Italy’s once-thriving silk industry. Gucci have also tapped students at the Accademia delle Belle Arti di Firenze to reproduce the designs for The Art of Silk in ten unique paintings which will be displayed at the brand’s Rodeo Drive store in Los Angeles, deepening this dialogue between artisanal heritage and contemporary style. If anything’s going out of fashion, it isn’t these scarves, which are only available in the LACMA store and Gucci Rodeo Drive.

gucci.com