Fashion

Gucci’s #24HourAce Shows its New Sneaker Through Emerging Artists

Fashion

Gucci’s #24HourAce Shows its New Sneaker Through Emerging Artists

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The Gucci camp is only getting stronger. For #24HourAce, Creative Director Alessandro Michele sent a pair of Gucci’s newest sneaker, the Ace, to a number of rising artists “as international as sneaker culture itself,” asking them to create videos that showcase the signature shoe as “a symbol for never-ending action.”

Artists Prue Stent, Frank Nitty, Adam Csoka Keller, Steffen Grap, Karo Rose and Sue de Beer, among others, created videos ranging from collage to knit work, featuring skaters, snakes and life-size bunnies. Each artist used the shoe in a different way, assembling thoughtful ads that interpret Michele’s creative vision for the iconic brand.





Australian photographer Prue Stent’s piece is an understated desert-scape, and Hong Kong-based animator Frank Knitty uses the Ace to create a Gucci kaleidoscope. Artist Adam Csoka Keller’s video fuses boredom, techno and snakes to bring the sneaker to life, while models Steffen Grap and Karo Rose teamed up to make a grainy punk rock skate video, giving Gucci a little more grit.





New York Artist Sue de Beer’s interpretation is a cinematic blend of Lynchian surrealism and teenage angst. A modern take on Alice in Wonderland, the “Gucci Ace is a talisman worn by both the Cheshire cat and Alice herself,” with Wonderland as a girl’s bedroom. Using a split-screen, de Beer references the duality that comes with both adolescence and girlhood—Alice, clad in Gucci, navigates through these juxtapositions, in a world where “the beautiful and uncanny coexist.”

#24HourAce follows #GucciGram, the brand’s first digital project partnership with emerging artists. Since Michele’s takeover in 2015, the designer has collaborated with a number of young artists, including house favorite, photographer Petra Collins. Michele’s conscious decision to move away from campaigns led by models and actresses has given the brand a new level of downtown cool, and #24HourAce is no exception.



You can watch the rest of the videos, here.