Gucci launches new lifestyle collection

By

Jennifer Braun

Published
Sep 9, 2021

Italian luxury fashion house Gucci announced on Wednesday the introduction of the Gucci Lifestyle collection, launching with an exclusive pop-up shop in Milan. 

The collection, available starting September 10 in select Gucci stores and on Gucci.com, falls under Gucci Décor and is comprised of three different lifestyle verticals: Stationery, Games and Travel & Leisure. 

It includes a large selection of stationery items, such as notebooks with covers in Gucci supreme canvas; a stationery set with a notebook, 20 envelopes and 20 cards; a new pen, designed following the rules of 'Divine Proportion'; graphite pencils available in the two styles of handmade pencil boxes; games and playing cards in classic Gucci style, and more. 

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To wear and accessorize, the collection equally features fans made of wood and satin silk printed with iconic Gucci patterns; a set containing sleeping masks, pillow and mules crafted from environmentally sustainable silk and viscose; slippers developed for maximum comfort; and finally, satin silk pyjamas that feature different house prints. 

From now to September 17, in conjunction with Milano Design Week, Gucci has opened a very special temporary store in Milan, in Via Manzoni 19. Dubbed 'Gucci Cartoleria', the store is Gucci’s take on the traditional Italian stationery store and will house the new collection. 

"When I was a child, going to the stationery store and finding pencils, pens, notebooks, games, meant bringing a dream into my daily routine. They were fine, well-made objects that spoke of craftsmanship and that, though part of my everyday life, were able to give off a magical, mysterious and wonderful aura," said creative director, Alessandro Michele. 

“For this reason, presenting the Gucci Lifestyle collection in Milan through the Gucci Cartoleria is a sort of consecration, a tribute that was right for me to pay. So, I imagined a small cabinet of curiosities, a Wunderkammer, like the cave of Ali Baba, that could accommodate these everyday objects and return them to a fairy-tale dimension.” 

The collection launched with a campaign shot by photographer Max Siedentopf, which unfolds in dream-like imagery where wonders and enchantments reign supreme.