‘Tis the season Gucci gets you into the spirit of giving with a curated assortment that will make you go falala — think handbags, shoes, T-shirts, jewellery, even porcelain and childrenswear. But at the heart of this Gucci Gift Giving campaign is a book by Ignasi Monreal, whose collaboration with the House dates back to 2015 for the #Guccigram project.

For Christmas, the Spanish artist cleverly showcases the products from the Gucci Gift Giving catalogue in a series of digital artworks that reimagines the fall of Icarus, the renowned tale of pride and punishment in Greek mythology.

“Icarus fascinates me because of his story, which could be read a bit like a mantra, I guess,” explains Monreal. “If you fly too close to the sun, you’re going to get burned. If you fly too low, you’re going to drown in the sea. It feels quite bluntly obvious, but I find it quite timeless, reassuring. You have to find the middle point to land on the other side. It’s not cosmic science, just a tricky human condition. Icarus himself is a very romantic character and of course symbolic of everything young and pretty. Very East London!”

Click on the gallery to see some of the imagery, Monreal’s special collection of T-shirts for Gucci Cruise 2018, as well as a few of our favourite Gucci Gifts.