The Spanish-born, UK-based artist was to scribble philosophical questions and aphorisms on clothes from Gucci’s new collection.
Coco Capitán. Photo: Gucci
T-shirts, hoodies, sweatshirts, bags – all of them were reinvented to give them a new meaning. Coco Capitán created her ugly-style messages with references to her previous works. The phrases include “Common sense is not that common” and “What are we going to do with all this future?”
Photo: Gucci
The project became possible after Alessandro Michele was appointed Gucci creative director in 2015. He changed the brand’s slick sensuality to a postmodern eclectic mix where ripped jeans and Renaissance-era lace dresses meet in the same collection. It was he who invited Coco to collaborate.
Photo: Gucci
The artist told artnet.com: “I see it more as a benefit than anything else. I don’t think my work is meant to be exclusive to clothing as a medium, but when you find a rare collaboration like this one, I only see it as an extension of its traditional media and context.”
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