Don’t miss Gucci Garden Archetypes

Every few years along comes a fashion house that manages to go beyond the business of making clothes and instead dominates the cultural zeitgeist and steers it in a whole new direction. There is no formula for this; no guarantee of success. A little-known indie designer can do this just as well as a big international brand.

The Gucci Garden Archetypes exhibition translates some of the house's most memorable campaigns into an immersive multimedia experience.

The Gucci Garden Archetypes exhibition translates some of the house’s most memorable campaigns into an immersive multimedia experience.Credit:Gucci

Gucci has had its fair share of zeitgeist moments in recent times. Think pop star Harry Styles, whose wardrobe of Gucci velvet suits, ruffled shirts and high-waisted trousers blazed a new trail in menswear. Or Dakota Johnson, Hari Nef and Petra Collins romping around in the campaign video for the Gucci Bloom fragrance – ushering in a new and fluid approach to femininity.

In Sydney, the Gucci Garden Archetypes exhibition, celebrating the House’s vibrant creative energy, has been on display at the Museum of Applied Arts and Sciences (Powerhouse Museum) in Sydney for the last two months and is open until January 15th.

Gucci Garden Archetypes, first shown at Gucci HQ in Florence, recreates some of the brand’s landmark campaigns over the past eight years and translates them into a fully immersive multimedia experience. Each space and corridor is a unique cultural microcosm brought to life by pioneering design studio Archivio Personale.

Film, music and art are all drawn into this creative maelstrom, with specially commissioned prose from art critic Achille Bonito Oliva, philosopher Emanuele Coccia, sustainability and culture consultant Shaway Yeh and other friends of the house bringing new context to the world of Gucci bring.

Funny, playful and oh so Instagrammable, the exhibition is storytelling at its finest. At the entrance, the control room forms the backdrop and features a mix of cuts from the brand’s campaign videos. From there, each location not only transports us around the globe but also through time, encouraging a kind of sartorial archeology to tease out every reference and idiosyncrasy. Where else could you find hundreds of handmade cuckoo clocks just meters from a hidden garden.

It’s that kind of spectacle and some of the memorable campaign moments featured are…

https://www.smh.com.au/culture/art-and-design/don-t-miss-gucci-garden-archetypes-20230109-p5cbb9.html?ref=rss&utm_medium=rss&utm_source=rss_culture Don’t miss Gucci Garden Archetypes

Jaclyn Diaz

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