Mixtapes and Meta-Hacks: GUCCI CIRCOLO BERLIN

Gucci turned 100 in 2021, and is celebrating the end of its anniversary year with a series of projects inspired by the “mixtape.” The brand selected the analogue medium because it is symbolic of “creativity, care, and love,” but the mixtape is also a compelling format through which to explore fashion, where references and content from previous decades and distinct genres are freely recombined to create new, hybrid worlds.

The theme is explored this winter season across four “tracks,” the first being the notorious “Hacker Project.” Debuted with the Gucci Aria collection, the concept hijacks the codes of another luxury label: Balenciaga, whose creative director Demna Gvasalia is known for his experiments with appropriation and authenticity. Adopting the design language of Balenciaga – and Gvasalia’s own trademark – and melding it with the Italian label’s, Gucci creative director Alessandro Michele meta-hacks fashion’s longstanding fixation with monogram recognition, and the industry’s more recent fascination with the bootleg. For the “Hacker Project” promotions, Michele tapped photographer Harley Weir for images and a music video that, appropriately, reference an archival Balenciaga campaign.

In addition to this novel accessories and ready-to-wear cross-over episode, Gucci’s holiday mixtape plays out in product tracks channeling the brand’s traditional horseracing motif; on stationary, game sets, and homewares from the newly launched Lifestyle collection (which is filled with historical Gucci trademarks); and in a New Year’s Eve gift edit conceived with festivities in mind.

The Hacker Project is now viewable in person in the German capital at Gucci Circolo Berlin, a retail experience created in celebration of the brand’s centennial, outfitted with a photo booth and listening lounge that pay homage to the city’s subcultures. Located at art collector Christian Boros’ “lapidarium,” Gucci Circolo Berlin is open to visitors through December 4, 2021.

  • Creative Director
    Alessandro Michele
  • Art Director
    Christopher Simmonds
  • Photographer and Director
    Harley Weir

Related Content

  • The Book of Gucci According to Alessandro Michele

    The Italian's arrival as Gucci's creative director was more like an alien invasion than a typical fashion coronation. It was fast. Overwhelming. Utterly strange and world-dominating. Michael Ebert and Sven Michaelsen visited Michele in Rome to discuss the burden of vanity, the terror of symmetry, and the faith of being devoted to objects.More
  • Demna Gvasalia on Vetements, Balenciaga, and THE SYSTEM

    Over the course of five days in late 2015, 032c interviewed DEMNA GVASALIA: a period of time when he went from being the de facto leader of the post-luxury collective VETEMENTS, to the creative director of definitely luxury house BALENCIAGA. Here, he speaks about his Georgian childhood, what he shares with Cristóbal Balenciaga, and why depression is the ultimate inspiration.More
  • Deeper

  • The Aggressive Attacker: An Interview with Chess Grandmaster Judit Polgár

    Expanding on the themes of 032c's AW 21-22 collection "Maria," which drew inspiration from an imagined game of chess – we interviewed a real Grandmaster, Judit Polgár. As one of the greatest players in the world, Polgár spoke about how the rules of chess apply to everyday life and how technology has forever changed the game. More