Transforms Gucci's classic silk scarves into artistic masterpieces, featuring works of nine esteemed international artists in the '90 x 90' project
The fashion world is abuzz with excitement as luxury powerhouse Gucci introduces a new collection of silk twill scarves, known as the '90 x 90' project. These square scarves, each measuring 90 cm by 90 cm, showcase a myriad of prints, from floral and animal to garden and Gucci heritage motifs, reflecting the brand's rich design heritage and craftsmanship.
The '90 x 90' project forms part of a wider initiative by Gucci, titled 'The Art of Silk', revealed in a new campaign photographed by renowned photographer Steven Meisel. The collection will be available in a limited run in seven Gucci stores - London, Milan, Rome, Florence, Dubai, and two in Paris - as well as online at gucci.com.
In an unprecedented move, Gucci is also publishing a book called Gucci: The Art of Silk, The Story of Gucci Scarves by Assouline. This book offers an in-depth look into Gucci's silk archive, described by the brand as a 'storybook'.
However, it seems that there is no publicly documented artist collaboration or broader thematic art project titled '90 x 90' connected to Gucci. The scarves themselves focus on themes like flora, animals, garden scenery, and Gucci heritage prints.
The '90 x 90' project marks a new initiative from Gucci, celebrating the proportions of their iconic silk scarves, which gained popularity in the 1960s. The campaign, titled 'Keep It Gucci: The Art of Silk', was revealed on 1 April 2025.
The roster of artists for the '90 x 90' project includes Robert Barry, Jonny Niesche, Sara Leghissa, Currynew, Gio Pastori, Yu Cai, Inji Seo, Everett Glenn, and Walter Petrone. These artists have been invited to respond to thematic prompts from Gucci's archive, such as flora, fauna, nautical, equestrian, and the double-G monogram.
The campaign stars actress Julia Garner, who can be seen wearing various silk scarves inspired by Vittorio Accornero de Testa's 'Flora' motif. The '90 x 90' project scarves will be available in a limited run, making them a coveted addition to any fashion enthusiast's collection.
A version of this article will appear in the May 2025 issue of the website, available in print on newsstands from 3 April 2025. The article will also be available on the website app on Apple iOS, and to subscribers of Apple News +.
- This limited-run collection from Gucci, titled 'The Art of Silk', extends beyond fashion-and-beauty into home-and-garden, as the designs showcase motifs like flowers, animals, and garden scenery.
- For those who enjoy shopping for unique luxury items, the '90 x 90' project scarves, which are a part of Gucci's lifestyle offering, will be a coveted addition to their collection.
