Fashion is art, and Gucci is very arty. After the astounding success of the #GucciGram projects last year, the label has taken things up a notch. Dubbed the #24HourAce, this year’s project is just as it sounds. For the whole day of July 27, artists from all around the globe took over the House’s Snapchat for an hour each, and reinterpreted the Gucci Ace sneaker in moving images.
It’s all in the name of self-expression, one of the key tenets of today’s Gucci. Creatives involved range from the talented Korean longboard Hyo Joo Ko, to contemporary New York-based New Gothic artist Sue de Beer, and even extends to Norwegian Snapchat star Geeoh Snap, Brazilian street artist Ananda Nahu and Hong Kong director Frank Nitty, among others. With such an international cast of artists, naturally, the project took on a global perspective. #24HourAce began from Tokyo at 5am CET, and ended in New York City hours later, traversing the globe in between.
For those of us who missed it, fret not. The artist collaborations themselves – in the form of films up to 60 seconds in length – are on Gucci’s Instagram account. Gucci is also a gift that keeps giving, and there is a micro-site where the work is housed.