Gucci celebrates its 100th anniversary with Aria Collection.

Following in the footsteps of the claim that symbolism and iconography is one of the most important parts of Gucci's imagery is Aria, the new and atypical collection conceived by current artistic director Alessandro Michele and presented in collaboration with multidisciplinary artist and videographer Floria Sigismondi to celebrate the 100th anniversary of Guccio Gucci founding his small leather shop in Florence. For such a big event, Gucci wanted to do something special, so they sent their virtual guests GUCCIQUIZ!, a kind of newspaper full of Gucci-themed puzzles and crosswords through which they could discover the details to virtually attend the presentation of the new Gucci Aria collection.

No less than 94 looks parade through the sequences of the short film that was presented just a few hours ago. For the setting, Floria Sigismondi fused her characteristic style, already seen in other productions by the Italian house, with Michele's incredible creative universe, reflecting references to the brand's entire history on the catwalk.