Gucci is reaffirming its dedication to craftsmanship with a new campaign titled The Art of Silk, marking the brand’s deep-rooted history in silk design and manufacturing. The campaign officially launches with the release of the “90×90” scarves on Tuesday and will be accompanied by a series of activations in Paris, including an in-store event at Gucci’s Rue Saint-Honoré location and an exclusive dinner dedicated to celebrating the project.

The Italian fashion house began developing its silk offerings in the 1950s, with motifs inspired by its renowned leather goods. The earliest scarf with a confirmed production date traces back to 1958 and was crafted in Como, Italy—an area still regarded as a global center for silk manufacturing. That piece featured a nautical motif called Tolda di Nave (Deck of a Ship), setting the tone for decades of silk storytelling in the Gucci universe. The new scarf collection draws from that legacy while integrating modern design elements and sustainable manufacturing methods, continuing the brand’s push toward innovation without sacrificing heritage.

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“The Art of Silk” campaign emphasizes Gucci’s vision of silk not just as a luxurious material, but as a canvas for creative expression and craftsmanship. The 90×90 scarves, named for their dimensions, reflect a balance between historical reference and contemporary relevance, each piece carrying visual narratives tied to Gucci’s evolution over the past 70 years. With this new launch, Gucci continues to bridge its archival identity with modern luxury, introducing a new generation to the art and tradition of Italian silk.