Ten scarves from the Gucci archives, each selected by Demna. A Calabrian silk production chain resurrected from abandoned mulberry groves. Students from Florence’s Accademia delle Belle Arti are transforming archival prints into contemporary paintings. This is how heritage brands stay relevant in 2026: by reaching backwards and forwards simultaneously.
The collection spans Gucci’s visual vocabulary with considered restraint. Your Majesty and Double Trouble sit alongside the inevitable Flora iterations. Each design carries its original character while speaking Demna’s quieter language. The silk itself tells its own story: sourced through Nido di Seta and Ongetta’s revival project in southern Italy, where renewable energy powers looms and rural economies find new life.
The accompanying campaign positions scarves as fluid accessories rather than precious relics. Movement shots capture silk in motion, styled as everything but what you’d expect. Meanwhile, the student paintings now inhabit the Rodeo Drive flagship, bridging archival craft and contemporary interpretation.
