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GUCCI GROUP: Living and breathing luxury
digital – print – packaging

Gucci art direction

Gucci was transformed during the mid to late 1990s, thanks to the vision and leadership of Tom Ford and Domenico de Sole. Between 1997 and 2002, Grain co-owner Madelyn Postman was an influential creative director and production specialist in Gucci Group’s corporate image department.

With core visuals varying from one fashion season to the next, Madelyn was tasked with ‘policing’ the Gucci brand, ensuring consistently high standards across: all printed materials – advertising, print, packaging and point-of-sale; multiple product lines – fragrances, timepieces, and eyewear; and both fashion shows and trunk shows. With high standards to maintain, detailed production coordination was essential. The implementation of Gucci’s famous brown packaging concept, for example, required the meticulous coordination of colours and textures across dozens of different applications.

Joining Gucci as one of two Corporate Image creatives, Madelyn soon advanced to art directing the first Gucci Group website. In 2000 she was entrusted with the newly acquired Sergio Rossi footwear brand, creating its elegant tan packaging while art directing the first Sergio Rossi website and seductive ‘nocturnal’ photography for catalogues.

“I had the privilege of working with Madelyn for over five years. Her positive energy, creativity, poise and business acumen are rare qualities to find in one person.”  – Karen Joyce, Corporate Image Department, Gucci Group

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