Gucci to release limited edition t-shirts in collaboration with Angelica Hicks

 

Gucci has linked up with New York-based designer Angelica Hicks to create a series of geek tees. The line features her unique and colourful designs that seamlessly marry popular culture and high fashion. This art focused link up is the later stage of a god year for Gucci after their sales rose by 50% in 2017.

Titled Gucci Gee, each of the eleven individual designs are packaged in a retro tin that matches the chosen t-shirt. The boldly drawn features of each design encompasses the edgy vibes that Hicks is famously known for. They focus on Gucci ambassador Florence Welch, and also include playful puns – not to mention the comical comparison of Gucci loafers to baguettes!

An important aspect of the line is its exclusivity. Gucci has treated each tee as art, labelling this collaboration as a “multifaceted art project” and since Hicks is of course an artist, meaning there are only 100 shirts in each of the 11 designs – which would be the case in the art world. The shirt is then accompanied by a card that describes the rarity of the product and encourages the consumer to get geeky and include their new t-shirt in their social media with the hashtag #GucciGeek.

But Gucci didn’t stop there in their marketing strategies, the brand thought bigger by depicting two of the designs as murals on two large walls, one on Lafayette street in New York city and another in Milan’s largo La Foppa. Each mural towers above their busy fashion centered streets – people will surely be talking about this launch even when the shirts do run out.

The Gucci Geek line will be available in the US and Europe on 25^th May here.

Holly Godfrey