Gucci unveils Le Marché des Nerveilles jewelry collection with installations
The installation features illustrations by Thai artist and designer Phannapast Taychamaythakool, who in 2016 was invited by Gucci Creative Director Alessandro Michele to contribute to the #GucciGram digital project.
Phannapast illustrated a book of imaginative fairy tales, written by Aracha Cholitgul that are inspired by stories of the past, brought up to date. The story is three chapters about a “Wonder Factory” where animals create jewels for the line. For a limited time, global Gucci stores will feature Phannapast’s illustrations in mini theatres, as well as the jewelry collection.
The collection, which explores the animal kingdom with details such as feline head motifs, includes necklaces, bracelets, earrings, rings and hand accessories in 18kt gold or sterling silver featuring stones and colored enamels.
The Thailand-based artist is one of several artists to partner with the Italian fashion house in recent months. Gucci recently unveiled its fall 2017 capsule collection with Spanish artist Coco Capitán that will launch in July. The Italian brand also collaborated with graffiti artist Trouble Andrew on the GucciGhost collection.
Gucci has called on artists to take part in digital projects, including the #TFWGucci collaborative meme project that was showcased at Baselworld. Though many artists have collaborated with Gucci, Phannapast joins a select group of artists that produced collections with the brand or were commissioned by the brand to create special murals or installations.
Le Marché des Nerveilles’ mini theatre installations in New York City and Beverly Hills will be on display from July 7 through 28.
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