The story behind the Gucci's new Coco Capitán Collection - What The F

The story behind the Gucci’s new Coco Capitán Collection

The story behind the Gucci’s new Coco Capitán Collection

Gucci’s new Coco Capitán collection hit the ground running when it was first appeared on the runway at Milan fashion Week. The collaboration with photographer Coco Capitán features four unique sayings: “What are we going to do with all this future?”, “Common Sense is not that common”, “I want to go back to beliving a story” and “Tomorrow is now/yesterday”. These four sayings have appeared on clothing as well as wall art.

In New York City and Milan, Gucci painted large murals on the side of building as a way to promote this new campaign. In the central Corso Garibaldi area in Milan, you can find the statement, “Common Sense is not that common”. The second one in Manhattan was located in Noho which showcased “What are we going to do with all this future?”.

The collection consist of t-shirts, sweatshirts, scarves, and bags. Each piece contains one of the four iconic sayings. They all contain the colors; red, black, white, green, and yellow exclusively.

The Coco Capitán collection is the product of Gucci’s creative director Alessandro Michele and spanish designer/artist/photographer, Coco Capitán. Capitán has worked with various well-known companies like Dazed and Confused, Miu Miu, Mulberry and many Vogues prior to collaborating with Gucci. For this specific campaign, Capitán was in charge of the writing, while Alessandro was in charge of the actual garments. Together, they created very fashion-forward items that have been a huge hit with millennials.

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