Gucci’s contemporary version of the tiger is abundant with hope

In celebration of the Year of the Tiger, Gucci Tiger is a selection of ready-to-wear and accessories featuring the animal alongside signature Gucci motifs.

Captured alongside actual tigers, the luxury house presents Gucci Tiger, a distinctive selection of ready-to-wear and accessories featuring the animal motif in various iterations. A contemporary version of the tiger mixes with the collection’s logo print, forming a connection between the high-end brand’s past and present.

In a literal reference to the collection’s main motif, actual tigers appear in images of the Gucci Tiger campaign, having joined a group of friends for high tea in a retro-style hotel. The animal is painted by hand and is often seen alongside signature House motifs or the words ‘Gucci Tiger’.

Gucci Tiger is a reinterpretation of a late 1960s archival design by Vittorio Accornero—the artist and illustrator who created the brand’s signature Gucci Flora print.

The tiger,says Gucci, a motif often seen in Alessandro Michele’s collections, is an expression of the House’s fascination with the wild beauty of the natural world. The feline and floral motif defines the G-Timeless watch, bags, shoes, accessories, and clothing.

Nature, wildlife and its denizens are particularly important to Gucci, which in February 2020 joined The Lion’s Share Fund, a unique initiative raising much- needed funds to protect endangered species and their natural habitats. Through The Lion’s Share, the corporate world can now make a contribution each time an animal appears in their ads, raising money for wildlife conservation, habitats, and animal welfare. A simple way to make a powerful difference.

A third-party animal welfare organization, American Humane, monitored the set on which animals were present and verified that no animals were harmed. Tigers were photographed and filmed in a separate safe environment complying to Gucci’s policies and then featured within the campaign. Global Brand Ambassadors Chris Lee, Ni Ni, Lu Han and Xiao Zhan appear in an image from the Gucci Tiger campaign.

The Lion’s Share Fund Eye To Eye

New York based Photographer Andrew Zuckerman has joined forces with The Lion’s Share to create a series of images for The Lion Share Fund’s first global campaign. Motivated by a desire to bridge humankind’s separation from nature, ‘Eye to Eye’ speaks to the importance of protecting wildlife for the next generation, so that our children can inherit a world rich with biodiversity.

The beautiful artwork is designed to be arresting, to stop us in our tracks and to make us think and feel. They inspire us to consider the majesty of wildlife and a world where our children might never know of their existence, unless we step in, step up, and make a difference now to the conservation and welfare of animals. This campaign touches on vital topics that have particular resonance at this moment in time: faced with biodiversity loss and intergenerational inequity, we need to translate intention into action.

There is a shared responsibility to protect nature for the wellbeing of people now and in the future. The ‘Eye to Eye’ campaign underscores the importance of collective action to conserve and effectively manage scarce natural resources, entwining people and planet.

“With these series of images, we are asking the public to actively support the brands that have joined The Lion’s Share. The Lion’s Share is a unique platform for advertisers/brands to take leadership in effecting the necessary behavioural changes by businesses and consumers to conserve species and their habitats for humanity, and give back by donating just 0.5% of media spend every time an animal appears in an ad.” – thelionssharefund.com

Through the ‘Eye to Eye’ campaign, The Lion’s Share aims to rekindle the relationship between people and nature. Featuring children with animals makes it abundantly clear who we have to think about: its nature, it’s the animals, but it’s also the next generation who deserve to experience nature the way we have.