Silk gardens in Accornero Scarves: to the Roots of Artification in Gucci’s Brand Purpose

In this article, we examine the pivotal role of art in shaping Gucci’s brand identity, focusing on the concept of artification - where art is seamlessly integrated into non-artistic domains to elevate their cultural and aesthetic significance. We highlight how Gucci uses the iconic scarf designed by Vittorio Accornero as a central element in its strategy of merging art with fashion. The scarf, originally crafted in 1966, has been reinterpreted over the decades, symbolizing Gucci’s ability to bridge its rich heritage with contemporary trends. We explore how Gucci’s artification not only enhances the perceived value of its products but also aligns with the brand’s broader purpose of maintaining cultural relevance while honoring its artistic legacy. By embedding art deeply within its collections, Gucci transforms its products from fashion items to cultural artifacts, reinforcing its position in the luxury market. We argue that artification is crucial for luxury brands like Gucci to sustain their prestige and connect with modern consumers who seek authenticity and cultural depth in their purchases. Through our detailed analysis of the Accornero pattern in Gucci scarves, we provide insights into how artification serves as a powerful branding strategy, enabling luxury brands to navigate the complexities of modern consumer expectations while preserving their historical identity.