Italian luxury brand Gucci unveils its latest fine jewelry 'Link to Love' campaign with a focus on self-expression and individualism but through connection.

That connection is achieved literally by stacking rings and bracelets of different widths, precious stones, and hues of white, yellow, and rose gold. Simultaneously androgynous and romantic, its geometric silhouettes include rings, bracelets, and necklaces crafted in yellow, white or pink 18k gold featuring an 18k bar pendant featuring their logo as decorative details.

Ring options range from plain options, diamond pave and engraved striped designs for a contemporary spin on gender-neutral shapes. Bracelet designs feature delicate pieces adorned with pops of color such as rubellites or green tourmalines; earrings come in multiple shapes and styles including threaders and drop earrings.

A new chain link design characterized by the distinctive studded pattern is a major nod to androgyny and also the spirit of the individual wearer.

Symbolism of Octagons

The ‘Link to Love’ collection’s signature octagonal shape channels religious symbolism worldwide. Octagrams formed from overlapping squares often emphasize duality: yin and yang, male and female, spiritual and material, while having a major place in global religions from Christianity to Hindualism, including also a significant place in Jewish mysticism.

This symbolism seems particularly relevent to Gucci’s embrace of a modern, androgynous, sleek design in the ‘Link to Love’ campaign. AOC just discovered major ties to the earliest deities — a transition period between goddesses were worshipped exclusively and patriarchy where God is male.

For example, Old Kingdom Egyptians recognized a group of eight deities, four male and four female, with the female bearing feminine forms of the male names: Nu, Nanet, Amun, Amunet, Kuk, Kauket, Huh, and Hauhet.

The Creatives

Gucci’s Link to Love campaign features models Aivita Mūze, Ha Eun Kwon, Ire Ayo, Maja Zimnoch, and Saul Symon. Art directors Ezra Petronio and Lana Petrusevych shot the campaign film, with portraits by Liv Liberg[IG] to create the campaign. Elodie David Touboul worked as stylist./ Hair by Paul Hanlon; makeup by Thomas De Kluyver

Gucci and Sustainability in High Jewelry Collections

As part of its dedication to sustainability, Gucci ensures its gold and diamonds are sourced according to the Responsible Jewelry Council (RJC) Standards of Social & Environmental Responsibility - this ensures human rights are respected from mine to retailer. Gucci has been a member snce 2009.

Gucci guarantees that diamonds come exclusively from countries participating in the Kimberley Process, buying only from diamond suppliers who comply with the System of Warranties associated with the World Diamond Council. Additionally Gucci verifies that the precious materials used do not come from conflict zones anywhere in the world.

While the Kimberly Process is not perfect, it is considered to be very successful. In March 2023 the UN conducted hearings on the Kimberly Process and its insufficient attention to environmental impact.