Gucci unveils a new chapter in its storied love affair with the silk scarf, captured through the evocative lens of Steven Meisel. Fronted by actress Julia Garner, the campaign unfolds like a cinematic dream—an ode to movement, mystery, and the magnetic power of presence.

In the campaign, silk transcends its material form. It becomes a language of self-expression and of fluid identity. Whether draped around the neck, worn as a top, or displayed as art, it embodies a timeless narrative where tradition is reimagined with contemporary flair.

At the heart of this visual narrative lies one of Gucci’s most enduring emblems, Flora. Long before the Gucci silk scarf became a global symbol of quiet luxury and timeless style, it was a product of place—Florence, yes, but also the lakeside town of Como. It was here, in 1958, that the Florentine fashion house began its journey into silk, partnering with Como’s master artisans whose dedication to the fabric traces back to the 1400s. This region-based refinement of craftsmanship laid the foundation for what would become one of the house’s most enduring legacies.

The first innovation for this silk saga was Tolda di Nave, a scarf that set the tone with storytelling and style. Rendered in warm yellow and rich, illustrative detail, the scarf conjures a nautical dream: ships, seascapes, and notably, a Gucci bag positioned with quiet pride against the backdrop of maritime life. With this debut, Gucci signalled more than aesthetic flair—it marked its scarves as transportive objects, where fashion met fantasy.

That fantasy deepened through 1966. From a gesture of admiration, the motif was first imagined when Rodolfo Gucci, son of founder Guccio Gucci, sought a gift for Princess Grace of Monaco. He commissioned Italian artist Vittorio Accornero de Testa to create Flora, perhaps the most iconic Gucci scarf of all time.

Flora was an explosion of 43 species of flowers, plants, and insects. Inspired by Sandro Botticelli’s "Allegory of Spring", the Flora motif was a study in precision with 37 colours, each printed in a separate layer. What began on silk soon evolved, and Flora was only the beginning.

From the 1960s through 1981, de Testa crafted an exquisite portfolio of silk scarf designs for Gucci, each drawing on the rich worlds of nature, mythology, and his boundless imagination. His vision introduced a refined duality to the House’s silk narrative where elegance met eccentricity, and intricate detail spoke with quiet boldness.

Decades on, the design remains a constant, reimagined by successive creative directors while staying true to its original spirit of renewal and elegance. What began as a tribute has since become an enduring symbol—timeless in appeal, intricate in craftsmanship, and undeniably iconic.

Over time, the nautical themes and de Testa’s illustrative style evolved into a language unique to Gucci: symbolic, romantic, and forever tied to a sense of place. Every fold and every hem, still carry the soul of Como’s silk mills and Florence’s imagination. Since then, the Gucci silk scarf has been tied around the necks of icons, wrapped across silver screens, and looped through generations. 

This campaign stands as a defining pillar of The Art of Silk—a multi-dimensional initiative that pays homage to Gucci’s storied silk heritage. Within this is the "90 x 90" project, where the House has invited nine visionary artists from around the globe to reimagine five iconic archival motifs. Robert Barry, Everett Glenn, Sara Leghissa, Currynew, Jonny Niesche, Gio Pastori, Walter Petrone, Yu Cai, and Inji Seo have each lent their unique artistic talents to interpret the Flora, Animalia, Nautical, Equestrian, and the GG Monogram themes.

To cap off Gucci's silk scarf campaign is Gucci: The Art of Silk—a visually rich book celebrating Gucci’s legacy in silk craftsmanship. Launched in collaboration with luxury publisher Assouline, the book is bound in the Flora print and features archival images, essays, and behind-the-scenes glimpses into Gucci’s silk production from its early post-war designs to contemporary interpretations.

The "90 x 90" project silk scarves are now available at the Gucci The Shoppes at Marina Bay Sands boutique. The Gucci: The Art of Silk book will be available from June 2025 on Assouline.