Julia Garner Fronts Gucci’s “The Art of Silk” Campaign, Honoring the House’s Legacy in Foulard Craftsmanship

With a cinematic gaze and a scarf tied in quiet elegance, Julia Garner revisits Gucci’s heritage in silk through a campaign that draws on history, craftsmanship, and timeless design.

In its latest campaign, Gucci returns to its silk roots with a visually arresting tribute to one of the maison’s most enduring accessories: the foulard. Titled The Art of Silk, the campaign stars Julia Garner, captured through the lens of Steven Meisel, and styled with poetic restraint against a softly illuminated nightscape. The result is both intimate and archival — a celebration of Gucci’s silk artistry from the 1950s to the present.

A Modern Face for a Storied Craft

Julia Garner, known for her chameleonic screen presence and refined sense of style, lends an effortless authority to the campaign. Shot in close frame, she wears Gucci silk scarves wrapped around her neck and head — each image offering a quiet study in detail, texture, and emotion. Meisel’s lens avoids spectacle in favor of intimacy, drawing attention to the tactile quality of the silk and the stories contained within each motif.

At the heart of the campaign is a reverence for Gucci’s heritage. The Flora design, created in 1966 for Princess Grace of Monaco by illustrator Vittorio Accornero de Testa, features prominently. Composed of 43 species of flowers, plants, and insects, each element was rendered by hand — a gesture of botanical abundance that became one of the house’s most iconic prints.

Motifs that Trace a Legacy

Beyond Flora, the campaign highlights a range of archival motifs: the Gucci Horsebit, stirrups, and the GG monogram — each nodding to the house’s equestrian roots and evolving visual language. Together, these patterns form a visual timeline of the maison’s relationship with silk: decorative, durable, and deeply embedded in the codes of Gucci’s identity.

Silk has been central to the house since the 1950s, with early scarves inspired by leather goods and equestrian culture. The earliest precisely dated design, titled Tolda di Nave (Deck of a Ship), was created in 1958 in Como, Italy — a region still known for its silk production. The motif’s nautical theme spoke to both travel and tradition, ideas that continue to shape Gucci’s visual storytelling today.

“The Art of Silk” as a Cultural Moment

To coincide with the campaign, Gucci is launching activations in Paris, including an event at its Rue Saint-Honoré flagship and an intimate dinner in celebration of the project. These events will follow the launch of the “90×90” scarves, a reference to their square dimensions, available starting Tuesday.

More than a commercial release, The Art of Silk underscores Gucci’s enduring ability to preserve craftsmanship while reframing it for a modern audience. With Garner as its face, the campaign does not simply look back — it reanimates the foulard as a cultural object: timeless, versatile, and deeply expressive.

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