Gucci hosted a spectacular dinner party in Paris on the evening of April 2, 2025, to celebrate its latest campaign, "Keep It Gucci: The Art of Silk." The event was a lavish affair, featuring a stunning giant cube filled with flowers and a hefty 9-pound Assouline tome, all set against the backdrop of the elegant L’hôtel de Maisons.
At the heart of the evening was actress Julia Garner, who stars in the campaign. Despite arriving straight from the United States and feeling a bit weary, Garner engaged in a playful exchange about how her various on-screen characters might utilize a silk scarf. For instance, she quipped that Ruth Langmore, her character from the hit series "Ozark," would likely use it to choke someone. In a nod to her role as con artist Anna Delvey in "Inventing Anna," she exclaimed, "I mean, she would look fabulous in the Riviera!" When discussing her character from the horror film "Wolf Man," Garner humorously suggested that the scarf could be used for self-defense against a werewolf.
Lou Doillon, a model and actress who recently walked the runway for Miu Miu, also attended the event. Reflecting on her experience, she shared her feelings about the pressures of modeling, stating, "I had forgotten how manic and high-pressured the job is." She humorously imagined herself wearing a scarf in a blend of styles reminiscent of both Queen Elizabeth II and a Beatrix Potter character.
Adding to the evening's charm, Germain Louvet, a principal dancer with the Paris Opera Ballet, remarked on the French tradition of wearing scarves, saying, "I’m wearing one almost every day, except when it’s more than 10 degrees Celsius." He drew inspiration from classic French cinema, recalling actors from the 1950s and 1960s.
The dinner party attracted a host of notable guests, including Pixie Geldof, Farida Khelfa, Mélanie Laurent, Little Simz, India Mahdavi, Golshifteh Farahani, and Cindy Bruna. Guests mingled in the garden, enjoying the pleasant spring-like weather and sipping on Jacquesson Champagne.
As the night progressed, attendees moved into the grand salons, where tables were adorned with field flowers, echoing the design of Gucci’s iconic Flora scarf. Latecomer Juliette Binoche found her seat next to Gucci’s creative director Stefano Cantino, and the two enjoyed a four-course meal prepared by renowned Italian chef Massimo Bottura, whose culinary artistry was likened to the vibrant colors of silk.
Gucci's campaign, "Keep It Gucci: The Art of Silk," is a testament to the brand's rich heritage in silk craftsmanship. Captured by the legendary photographer Steven Meisel, the campaign transforms silk into a form of self-expression, with Garner embodying an ethereal quality that captivates the viewer. The visuals are described as a cinematic dream, showcasing the fluidity and allure of silk as it dances with its wearer.
Garner's presence in the campaign marks a new chapter for Gucci, especially following the recent departure of former creative director Sabato De Sarno, whose tenure was characterized by a lack of excitement. With Demna now at the helm, the brand aims to reinvigorate its image and reconnect with its storied past. The campaign not only celebrates the iconic Gucci scarves that have represented craftsmanship since the 1950s but also highlights the emotional connection that fashion can evoke.
Forum discussions surrounding the campaign reveal a mix of reactions. Some fans expressed their admiration for the collaboration between Meisel and Gucci, with one user stating, "To be honest, I love it; I had high hopes and it didn’t disappoint me." Others, however, were less impressed, with comments ranging from "Lovely, but entirely forgettable" to harsh critiques like, "ATROCIOUS! This can’t be my Steven!"
Despite the varied opinions, the campaign undeniably showcases Gucci's ability to blend fashion with artistry, creating a narrative that resonates with both long-time fans and new audiences. As fashion continues to evolve, Gucci's commitment to creativity and innovation remains at the forefront, ensuring that it remains a significant player in the industry.
As the evening drew to a close, it was clear that Gucci's celebration of silk was not just about a fabric; it was about the stories it tells and the emotions it evokes. With Julia Garner as its muse, the brand has once again proven that fashion is as much about personal expression as it is about style.
