MILAN — Gucci is breaking new ground in the communication business. On Wednesday, the Italian brand revealed a large-scale mural by British illustrator Angelica Hicks, promoting a new limited-edition line of T-shirts.
The mural, which is on the side of a building located in the central Corso Garibaldi area, features the images of two girls in Gucci attire and is completed by the wording “Freaks and Geeks.”
The illustration is part of a series of 11 designs that will be printed on the T-shirts. Gucci revealed on its corporate web site that Hicks’ illustrations will include a sketch of a book named “The Gospel According to Gucci” and another design featuring two Gucci blouses on striped backgrounds.
Only 100 units of each style have been produced, for a total of 1,100 pieces, each numbered with a dedicated label. The packaging includes a vintage-styled metal box reprising the same illustration of each garment, in addition to cardboards featuring die-cut miniatures of all the collection’s prints, which customers can detach and use as decorations.
The limited-edition collection will be available in Europe and in the U.S. exclusively at Gucci’s online store beginning May 25.
The 1,900-square-foot wall in Milan will showcase the illustration for two months and will continue to change, displaying special art projects until the end of the year.
Flanking this, a second mural by Hicks was just unveiled in New York’s Lafayette Street, between Prince and Spring Streets, in the SoHo district. The same spot previously hosted a Gucci mural by San Francisco-based illustrator Jayde Fish.
In addition, a celebratory Gucci dinner hosted by Hicks will be held in New York on May 18th.
Gucci’s other artistic collaborations include ones with Los Angeles-based artist Amanda Charchian, New York’s Olaf Breuning, South Korean photographer Less and the artist duo Christto & Andrew, who created memes featuring the brand’s timepieces. Launched in March, the project was called #TFWGucci, standing for “That Feel When” or “That Feeling When,” and promoted the brand’s lines of watches, concurrent with the annual international jewelry and watch trade show Baselworld.