How Brooklyn graffiti artist GucciGhost landed a role at luxury’s hottest brand

Trevor Andrew, a Brooklyn graffiti artist known by the moniker GucciGhost, began spray painting versions of Gucci’s double-G logo on New York City ATMs, street corners, bathroom walls and dumpsters in the early 2010s. The designs resurfaced online on Andrew’s Instagram feed, his website, and in the background of his music videos (Andrew is also a DJ under yet another moniker, Trouble Andrew), and eventually, word of his work made its way to the brand.

Rather than become appalled, when Gucci’s creative director Alessandro Michele caught wind that the Gucci name was leading a double life as a graffiti artist’s inspiration, he promptly invited Andrew to Rome in 2015.

To read the rest of this story, please visit Glossy.

https://digiday.com/?p=195558

More in Marketing

Snapchat’s relationship with publishers is still pretty complicated

The recent layoffs have thrown a spanner in the works, while the focus on creators seems even more pronounced.

How PGL used influencer co-streams to supercharge esports viewership

For the brands whose sponsorships and ads form the backbone of esports companies’ revenue strategies, official co-streams represent a bit of a double-edged sword.

Digiday+ Research deep dive: Marketers cut way back on X spending as brand safety concerns persist

A Digiday+ Research survey found that marketers’ X usage trails far behind its social media competitors, and also that marketing spend on the platform has dropped dramatically, with brand safety being the biggest concern for marketers.