[kind reader: please note this is a work-in-progress. I keep my finger on the pulse of human use of animals in myriad displays, designs, and their various functions; my focus on this trend can be best understood in my thesis for the illustrative series Goodbye Animals(TM)(R). In Beau Monde's articles, the questions I pose aren’t merely rhetorical, but with genuine hope that you’ll share your thoughts with me and can be included in this beautiful world, I’ve imagined, too. So again, thanks for your support, thoughts, and reading!]

In honor of the Chinese Zodiac and the Year of the Tiger, which began February 1, 2022, Gucci released a bevy of products using their signature Tiger design; moreover, The Gucci Tiger capsule and campaign includes over 80 pieces of limited-edition, ready-to-wear, and accessories for men and women. The Tiger collection is a signature of creative director Alessandro Michele, reworking the design upon his arrival to the Gucci House in 2015.

The Gucci Tiger is an archival design, originated by the Italian artist and illustrator Vittorio Accornero in the late 1960s. The artist also created the House’s signature Floral (Flora) design. Flora is the most famous scarf in the history of Gucci. The infamous floral motif still inspires the famous Maison; most recently, implemented as the backdrop for the current Tiger collection.

To honor the campaign launch, Gucci coordinated a bunch of pop-up installations which seem to be like an experiential safari; the luxury brand showcases its Tiger’s wares in an immersive “forest-like environment.”

WHAT THEY’RE SAYING:

“Tigers were photographed and filmed in a separate safe environment complying to Gucci’s policies and then featured within the campaign,” the brand shares about the shoot. (FGR)

“Gucci has put out a campaign showing a tiger partaking in a brunch hour high tea at a retro, luxury hotel while guest [models] wear items and accessories from the new Gucci Tiger collection. The campaign is the brainchild of Michele as the creative director and photographer and director Angelo Pennetta, who art directed the campaign film.” (Forbes)

“Each Pop-Up shop pulls inspiration from the campaign and the Tiger collection designs, creating a forest-like environment. Elements direct shoppers with signage while giant LED-lit leaves surround them. A checkered black and white floor pattern span the space. A matelassé velvet poufs and brass racks and shelves shine with chrome spotlights on tripods.”(Forbes)

There is an unprecedented number of luxury brands and products these days. Brands seem to have increasingly complex portfolios: fashion brands now offer wearables; many have expanded their offers into streetwear; and NFTs, cryptocurrency, and the blockchain have become the new playing field of many luxury brands.

To amplify the challenge many brands face, Gen Zers – young and digitally native – access brands differently. They have completely different preferences and expectations; they love and use totally new products and categories as their “luxury”. If luxury brands are not at the forefront of innovation, they will miss out.

In luxury, it is not enough to just play the game by offering a branded version of the thousand and first iteration of a sneaker or just another NFT.  Luxury brands must push the boundaries of imagination. Otherwise, consumers won’t dream, feel desirability or willingly pay premiums.

The Lunar New Year collections of luxury brands this year were a case in point: in many cases, they were the same sort of thing as last year’s. Since it’s the Year of the Tiger, everyone applied a tiger to their bags, T-shirts, or accessories, instead of last year’s ox.

Just because brands know that there is a desire for event-inspired collections like the tiger as the current symbol of the Chinese zodiac, does not mean they should do it without applying any intention or inspiration that gives customers a reason for a collection that is rooted in the brand. Where is the true connection between Gucci and the Tiger? Where is the value and where does the real loyalty lay between the Tiger as the brand’s motif and also as its most majestic muse? For we know, If there is no intention, then there is no value.

To me, Gucci stood out with its tiger campaign. Some NGOs were fast to slam the brand for seemingly promoting a lifestyle in which people have tigers at home. And I ask you reader, to think to yourself about what this campaign truly feels like to you. Rather than such a literal interpretation, was Gucci simply translating their brand values of celebrating people who live life according to their own rules? And if so, where does that leave the Tiger? Where is their intent and true commitment to the species, not just as a profitable motif?

Their campaign, in the tradition of #ofcourseahorse, is most beautiful and a most on-brand storytelling campaign – it shows an “absurd situation” in which people and tigers interact. It has the usual wit of Gucci, celebrates diversity, inclusion, and inner beauty, and tells the story of the brand. Or, does it?

Below see the campaign video. Gucci writes of the Campaign video: “The Gucci Tiger collection to celebrate the Year of the Tiger comes to life in a campaign imagined by Creative Director Alessandro Michele and shot by photographer and director Angelo Pennetta. In a literal reference to the collection’s main motif, actual tigers roam the scenes of the campaign, having joined a group of friends for high tea in various spaces of a luxurious, retro-style hotel. Art director: Christopher Simmonds.”