Italy – The Italian fashion house has collaborated with Spanish artist Ignasi Monreal to create an engaging digital store front for the Christmas period. The campaign, entitled Gift Giving, is inspired by the Greek legend of the fall of Icharus, incorporating products from the Gift Giving collection into Monreal's surrealist paintings, diverging from the typical Christmas aesthetic. For example, in one painting a UFO is shown flying in front of Florence's Duomo to showcase the collection's shoulder bags. In another, a cat-design t-shirt bounces on a trampoline within a classical style piazza.
The digitally driven campaign will also see Gucci app users able to add filters to their photographs and send personalised digital greetings cards to better engage consumers with their anti-authenticity marketing approach.