Most recently, this redefinition of creative exchange culminated with last year's internet-breaking Hacker Project, an opportunity for Michele and Balenciaga creative director Demna Gvasalia to swap shapes and designs emblematic of each house. Now Gucci goes for the jugular of the digital realm with the launch of SUPERGUCCI.
The collaboration will team Gucci with the massively popular SUPERPLASTIC, famous for creating animated celebrities who are translated into designer toys and collectibles. SUPERGUCCI is a continuation of the house's exploration of digital consumables, following on from the sale of an NFT co-created by Michele and director Floria Sigismondi auctioned at Christie's in 2021.
This latest union will see NFTs created by SUPERPLASTIC characters Janky & Guggimon inspired by Gucci house codes sold in tandem with real-world objects like handmade ceramic sculptures and reconditioned vintage pieces pulled from the Gucci Vault.
With the ongoing impact of the pandemic affecting every aspect of the market from design to sales, it seems that Michele and Gucci are out to prove whether luxury is a concept that needs a tangible, material existence or if owning the idea of it is enough.