If you've been living under a rock, you've probably missed the news that Gucci is turning 100 this year. Otherwise, how could you have missed the provocative campaign, archival boutique, the surprise gaming collabs, (Roblox, 100 Thieves), the NFT, Gucciaga?!

Time to get out from under that rock and hit the local Gucci store, cuz the luxury house is hitting the road on a global tour as part of its centenary shindig. And if you can't make it, no worries: Gucci is also popping up online with a fully rendered 3D space that'll live on Gucci's website and app.

The "Gucci 100" pop-ups are all about music. Remember, the Gucciaga "hacking lab" runway show was soundtracked by Lil Pump, Rick Ross, and Bhad Bhabie, songs selected mostly for their Gucci-related titles and lyrics.

Creative director Alessandro Michele knows how important music is to the Gucci story. The house's pop culture dominance is the envy of its peers — among them, who else can claim that their name is synonymous with "good?"

Your Highsnobiety privacy settings have blocked this YouTube video.

"It isn’t a revisionist attempt to rummage through the past: if anything, mine is a 'reverse' revisionism of the House’s history, stitched back together by a piercing note, a melody, a refrain," Michele said. "Also because, if I were to depict Gucci, for me it would be an eternal teenager who hangs out at places where music is heard and played."

Michele is leveraging this organic cultural supremacy into a spate of experiential events hosted inside Gucci stores and spaces deeply respectful of Gucci's historic appeal.

Case in point: the Eric B. and Rakim lyrics that grace much of the Gucci 100 collection.

Your Highsnobiety privacy settings have blocked this YouTube video.

A brief couplet from the duo's "The R" — "Music is mine/Gucci seats reclined" — is stitched, patched, and woven into sweaters, shirts, coats, bags, and hats. That's only part of the equation though: because this is Gucci, the collection is packed with riotous floral prints, green and red stripes, monograms, and plenty of branding.

It's as cacophonous as the venues that'll be playing Gucci tunes when visitors arrive at the pop-ups. Whether they visit physically or digitally, shoppers will be greeted by flashing LED or reflective floors and a spinning prize wheel that rewards players with a different Guccified song.

"Gucci 100" pop-ups will be arriving at New York’s Meatpacking neighborhood, Miami's Design District, California's South Coast Plaza, and Holt Renfrew Vancouver, alongside events inside Gucci stores within Houston, Beverly Hills, Chicago, Atlanta, San Francisco, and Toronto by early October.

On top of all that, Gucci has Guccified Saks' 5th Avenue window display — too much of a good thing? Impossible.

We Recommend
  • These Pairs That Prove Summer Footwear Has Never Been Stronger
    • Style
  • Here Are 10 of the Best Summer Shirts Available to Buy Right Now
    • Style
  • Is Alessandro Michele's Valentino 'Too Gucci'?
    • Style
  • Close Encounters with Gucci's Chicest Menswear
    • Style
  • Gucci Cruise 2025: Classy, Sassy & Resolute
    • Style
What To Read Next
  • Supreme's New Owner Changes Nothing — Yet
    • Style
  • Why This Aimé Leon Dore New Balance Should Influence All Future Shoe Collabs
    • Sneakers
  • This $460 Lookalike Is Not a Samba
    • Sneakers
  • Nike’s Retro Zip-Up Sneaker Continues to Strike Gold
    • Sneakers
  • Hey Dad, Can I Borrow Your Jorts This Summer?
    • Style
  • Snow Peak’s Ex-President Now Makes Killer Hotel Merch
    • Style
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titel Media GmbH (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titel Media GmbH strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titel Media GmbH tests, remediates and maintains the Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.