Gucci Valentine's Day 2022 Campaign

For Valentine’s Day 2022, Gucci puts together a limited-edition zine called “A Love Story Presented by Gucci”, created by LA-based visual artist Ariana Papademetropoulos. The carefully crafted piece is presented in the form of a low-tech graphic novella that lays out the mini-story of how a tiny fairy, played by Ariana, searches for a love her own size with the help of a hero, played by fellow female artist Isabelle Albuquerque. Using storytelling as the central communicator, Ariana’s journey for love reminds the audience that “love conquers all differences.”

Ariana Papademetropoulos is notorious for her dream-like and ethereal scenery in her work, such as this project that uses installations and environments shot by photographer Alexandra Cabral. The story is brought to life through an array of 60s surrealist, pop-style collages.

Designed by Creative Director Alessandro Michele and seen scattered throughout the story are designs from the Gucci Valentine's Day 2022 Collection, including heart-shaped chain bags, Ace sneakers, and silk monogram scarves that all speak of the language of love, and have the very essence of 14th February.