Celebrating 70 years of craftsmanship by keeping it Gucci. Baron strove to honor Gucci’s proven category leadership in silk scarves, an iconic pillar of the brand’s DNA, with a campaign designed to celebrate the brand itself; its timeless elegance, above beyond the seasonal cycles of fashion. Steven Meisel and Fabien Baron captured the ephemeral glamour of the acclaimed actress Julia Garner with a sense of charm, sophistication, and more than a hint of mystery. The Keep it Gucci campaign came to life through a multi-faceted approach, including immersive store takeovers, dynamic in-store events, and engaging digital and OOH activations, connecting elements of art, culture, and commerce.