Title

Digital Icons: Decoding Gucci's Campaigns and Their Impact on Culture, Identity,
and Luxury

Creator

Levanti, Panagiota-Melina

Abstract

In this presentation, I will analyze three key online advertising campaigns by
Gucci (2018-present) through semiotic and semantic lenses. I'll explore how
Gucci’s messaging reflects its relationship with society, addressing themes like
sustainability, diversity, and self-expression. The discussion will also critically
examine how these campaigns influence both societal norms and individual
identities, shaping luxury consumption in the digital age. By examining Gucci's
evolving brand communication, I’ll highlight its role in creating cultural relevance
while influencing consumer behavior and societal values. References used will be
up-to-date, from 2018 onwards.

Keywords

Sustainabilty

Luxury fashion campaigns

Brand communication

Subject

Branding

Type

Oral Presentation

Course

Luxury Branding and Fashion (MK4146A1)

Instructor

Chavelaki, Maria

Location

Art Center Auditorium

Event

Year 2025 | 9th Annual Student Research and Creative Arts Symposium