Gucci launches new GG Psychedelic Collection and updates the famous GG logo

Ever since Alessandro Michele took over the reins as creative director in Gucci in 2015, the Italian fashion powerhouse has taken on a more youthful styling, introducing an eclectic, retro edge to the collections.

In step with Michele’s vision to constantly bring something new to the table, he has updated the double GG logo, a familiar monogram for many fashion fans. Established in the 1960s, it was featured on everything from ready-to-wear to small leather goods to accessories such as shoes and belts. According to official release, Michele has “playfully reinterpreted it with a streetwear attitude through the addition of a multicolour stars motif to create a thoroughly contemporary and distinctive pattern. The approach channels the spirit of ‘70s psychedelia, which played with visual distortion, surreal imagery and wide colour spectrums.”

To officially debut this new look, Gucci is rolling out the GG Psychedelic Collection, which features heavily on both the men’s and women’s ready-to-wear collections.

Here are some of our favourite looks from this collection.