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Gucci is paying tribute to its 104-year history by focusing on silk craftsmanship and the archival designs that have helped define the brand, WWD reports.
For the “90x90” project, Gucci has invited nine artists to reinterpret five selected themes rooted in the brand’s archives: flora, fauna, marine, equestrian, and the GG monogram.
In addition, a book called Gucci: The Art of Silk, created in collaboration with Assouline and tracing the history and craftsmanship of Gucci silk scarves, will be released by late April.
On April 1, Gucci will begin selling “90x90” scarves and launch a campaign dedicated to the silk and scarf segment. And the following day, Gucci will host events dedicated to the “Art of Silk” project in Paris.
Gucci began developing its silk craftsmanship in the 1950s, with the earliest designs incorporating motifs inspired by the brand’s signature leather goods.
The first scarf, which dates back to 1958, was produced in Como, the nautical-themed “Tolda di Nave [Ship Deck].”
Throughout the 1960s, Gucci refined its scarf designs by collaborating with illustrator Vittorio Accornero de Testa, whose intricate details and vibrant motifs contributed to Gucci’s rise in the segment. Accornero designed nearly 80 scarves between 1960 and 1981, transforming silk into wearable art.
Scarves became central to Gucci’s identity, and by 1969, silk had expanded beyond accessories and clothing, with scarf prints adorning shirts and dresses—a trend that continues to this day.
The Flora scarf, one of Gucci’s most iconic designs, was created in 1966 when Princess Grace of Monaco commissioned a colorful and vibrant design, and Rodolfo Gucci, son of founder Guccio Gucci, asked Accornero to help. With a design consisting of 43 varieties of flowers, plants, and insects, all painted entirely by hand and inspired by 15th-century artist Sandro Botticelli’s Allegory of Spring, the complex composition required 37 different colors, each applied through separate printing steps. The motif inspired the brand’s first silk dress in 1969, and has been reinterpreted by various Gucci creative directors over the years.
Following Tolda di Nave in the mid-1970s, Accornero introduced the Marina Chain motif, first in jewelry and accessories, before extending it to scarves and ready-to-wear. The motif was reimagined in 2025 for the house’s new jewelry line by creative director Sabato de Sarno.
For the current celebration, Gucci has commissioned nine artists—Robert Barry, Everett Glenn, Sarah Legisse, Carrinho, Johnny Niche, Gio Pastori, Walter Petrone, Yu Tsai, and Inji So—to reimagine five recurring scarf themes for the “90 x 90” project—a reference to the dimensions of a classic silk twill scarf (90cm x 90cm).