Gucci is tripping — or at least, the new collection and Selfridges pop-up certainly seem to suggest as much. Creative director Alessandro Michele has looked back to the spirit of the ’70s to imbue the nearly 100-year-old Milanese house with psychedelic colorways and fractal patterns. The accompanying fashion campaign invites the viewer to a dream-like nightclub, reflecting the visual distortion and wide color spectrums found on the collection of tees, pants, gilets, hoodies, slides, and phone accessories.


This collection also marks the third wave of #GucciPins, a series of ephemeral pop-up stores inspired by the digital pin found on the likes of location apps. This time, the Gucci Pin is housed in London's Selfridges, and features exclusive products including a backpack, a duffle bag, and a bucket shoulder bag (all in a green version of the GG Psychedelic print), as well as a printed scarf and a hood. Open until Sunday March 1.

Gucci Psychedelic — Selfridges Corner Shop 

400 Oxford St London W1A 1AB


  • Creative Director:Alessandro Michele
  • Art Director:Christopher Simmonds
  • Photographer and Director:Jordan Hemingway
  • Hair Stylist:Alex Brownsell
  • Alex Brownsell:Thomas De Kluyver

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