Gucci has recently launched its highly anticipated capsule collection for men, an exciting collaboration between artistic director Alessandro Michele and renowned illustrator Ignasi Monreal. The collection, titled #GucciHallucination, perfectly combines art and digital elements, reflecting the brand’s innovative and creative approach.
Ignasi Monreal, a member of the Gucci Gang since 2015, has been instrumental in creating captivating visuals for the brand’s campaigns, including Gift Giving and Gucci Bloom. With this new menswear collection, Monreal once again brings his artistic prowess to the forefront.
The collection features a selection of nine t-shirts and nine sweatshirts, all in ultra-limited editions. Only 200 copies of each t-shirt design and 100 copies of each sweatshirt design will be available for purchase. These exclusive pieces are part of Gucci’s Spring-Summer collection titled Fantaisie Utopique and draw inspiration from the Pre-Raphaelite movement. Monreal’s playful twist on art history creates a colorful and dreamlike universe, with each piece being numbered and delivered in unique packaging designed by the artist.
While the collection is presented as masculine, it embraces androgyny by featuring models of all genders. This inclusive approach, along with its rich references to art, makes the collection particularly appealing to Millennials and Generation Z.
The collection’s name itself, #GucciHallucination, invites social sharing with its incorporation of a hashtag. As part of its social dissemination strategy, Gucci has unveiled a monumental mural in East London, near Brick Lane and the Shoreditch High Street Station. Inspired by the story of Rapunzel, the mural will be on display for two months, enchanting passersby and generating buzz on the internet. Similar wall creations have been exhibited in New York and Milan, with plans for an upcoming installation in Hong Kong.
By combining storytelling, art history, social sharing, and street marketing, #GucciHallucination aims to maintain its brand performance and reach a wider audience. This collection is a testament to Gucci’s commitment to pushing boundaries and constantly innovating in the fashion industry.
For more information on the #GucciHallucination collection, click here.
To view the mural in East London, click here.
