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Gucci Unveils 2022 Valentine’s Day Campaign – PAUSE Online


For this Valentine’s Day, Gucci have created a limited-edition zine called “A Love Story Presented by Gucci”, created by LA-based visual artist Ariana Papademetropoulos.

The piece comes in the form of a low-tech graphic novella that details the mini-story of how a tiny fairy, played by Ariana, searches for a love her own size with the help of a hero, who is played by fellow female artist Isabelle Albuquerque. Using storytelling as the central communicator, Ariana’s journey for love reminds the audience that “love conquers all differences.”

Throughout her existing work, Ariana Papademetropoulos is notorious for her dream-like and ethereal scenery, with this project utilising installations and environments shot by photographer Alexandra Cabral. The story is brought to life through a variety of 60s surrealist, pop-style collages.

Designed by Creative Director Alessandro Michele and playing a small role in the story’s background, a Valentine’s themed collection of Gucci garments is scattered throughout. Love is very much the word with this collection, as heart-shaped chain bags, Ace sneakers, and silk monogram scarves all carry the vibe of February 14th.

Check out the Valentine’s Day capsule below, available now via the Gucci website. Gucci’s new zine is available now via lovestory.gucci.com.



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