At Gucci, more has always been more, and now the iconic designer fashion brand wants to burst out of your closet and exude its exuberant influence in every other room of your house with a new maximalist line of furniture and accessories, called Gucci Décor.
With just the sort of vintage, artsy, androgynous maximalism that would make Frida Kahlo and Matisse swoon, creative director Alessandro Michele released the new line over Instagram this week via a series of #GucciDecor posts featuring oil painting illustrations instead of catalog product photos, drawn by illustrator and "beast maker" Alex Merry, furthering Michele's mission to lead Gucci in a totally new direction with a new, whimsical romanticism.
The man who W called "the sort of bookish eccentric you'd encounter wandering in an ashram rather than sitting at the top of a $3.9 billion fashion empire" is definitely "on a freewheeling crusade to recast a label known for its sex-and-money fantasy of luxury in a more whimsical, gender-ambiguous light" with this new brand extension into home furnishings, Gucci Décor.
While the old Gucci aesthetic has become a symbol of Italian excess and rapper's delight, the new Gucci feels more like a Wes Anderson storyboard, with intricate animal motifs on throw pillows, an oval tray with a Kingsnake, a metal folding table featuring the #GucciBengal motif, plus the Chiavari Chair, on which velvet upholstery is embroidered with a cat head and clusters of flowers then hand-applied (a process that takes approximately 10 hours to complete).
Lush textural elements and textiles flow into more "hard home" pieces including mystical candles and incense burners and Gucci Herbarium floral Toile de Jouy design mugs with lids, all "crafted from porcelain and produced by Richard Ginori, the renowned Florentine company founded in 1735," say Gucci's Instagram posts.
According to Architectural Digest, the brand has also been heavily investing in the art world, as seen by collaborations with artist Trevor Andrew a.k.a the Gucci Ghost, as well as other projects. Gucci joins other fashion brands including Fendi, Armani, and Ralph Lauren, which have expanded their reach into the home decor sector, offering furnishings, textiles, bedding, and more.
Gucci Décor will be launching in September on gucci.com and in select Gucci and specialty stores. Pricing for the line has yet to be announced.