Why Gucci covers walls with silk squares

Gucci makes a comeback… on walls. With the Gucci 90×90 project, the Florentine fashion house uses mural art to assert its creative DNA in public spaces. An aesthetic and strategic gamble in response to an unfavorable economic climate.

A capsule collection of art and heritage

Nine international artists were invited to reinterpret the emblematic Gucci silk squares in an original capsule series of 37 scarves. Names such as Robert Barry, Yu Cai and Sara Leghissa have each contributed their vision of strong themes. These include flora, fauna, boating, horse-riding, not forgetting the iconic Double G monogram.

This artistic initiative is part of a drive to enhance the “Flora” motif, a visual mainstay of the company since the 1960s. Already highlighted in the Gucci. The Art of Silk published by Assouline, these creations now come to life as giant murals that can be seen in New York, Milan and Shanghai.

A visual campaign against a turbulent backdrop

Behind this artistic demonstration lies a real strategy of reconquest. In 2024, Gucci recorded a -21% drop in sales to 7.7 billion euros. The first quarter of 2025 got off to an even harder start, with a -25% drop.

In this unstable climate, Gucci – which accounts for almost half of the Kering Group’s revenues – relies on visual and emotional impact to rekindle desire for its flagship products.

Demna’s arrival at Gucci in sight

As Sabato de Sarno prepares to step down as artistic director in July, Demna (former creative director of Balenciaga) is expected to be the brand’s new face. A major stylistic shift for a house seeking to reinvent itself without betraying its heritage.

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