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Gucci goes psychedelic as new collection taps into the spirit of the ’70s

Gucci goes psychedelic as new collection taps into the spirit of the ’70s

Discover Gucci GG Psychedelic Collection by Alessandro Michele, captured by fashion photographer Jordan Hemingway.

Channeling the spirit of ‘70s psychedelia, which played with visual distortion, surreal imagery and wide colour spectrums, this decorative and distinctive pattern is a vibrant re-imagination of the House’s emblematic monogram. Embodying the streetwear attitude that continues to speak to the Gucci narrative, the design animates key items from ready-to-wear and accessories, bringing them together to form a full collection.

From the cloakroom to the dance floor, the images by Jordan Hemingway are infused with the reflected light from mirror balls. As the night-loving creatures mingle and dance, the spinning ball picks up pace and hypnotises, eventually playfully absorbing the clubbers into a surreal space with giant mirrored walls. Have they been captured by the ball? Is this a waking dream? Who can tell?

See more (and dance) on the Gucci website here 

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