Digital TransformationRetailGucci Pairs Female DJs With Fringe on Branded Spotify Hub

Gucci Pairs Female DJs With Fringe on Branded Spotify Hub

Gucci’s so-called Fringe Mix features what the brand calls fashion-forward DJs and its Bamboo Fringe handbags on a Spotify hub that launched March 11.

gucci-fringeItalian luxury fashion and leather goods brand Gucci has launched a Spotify hub and a related YouTube video to commemorate its Spring/Summer 2014 Bamboo Fringe handbag.

The campaign launched with what Gucci calls “the fashion world’s most sought-after female DJs” on March 11.

“In keeping with creative director Frida Giannini’s passion for music – the designer herself owns a vinyl collection of over 8,000 records – Gucci has called upon an eclectic group of female disc jockeys,” the brand says.

Six DJs – including Harley Viera-Newton, DJ Kiss, Pixie Geldof, Leah Weller, Chelsea Leyland, The Misshapes, and Mademoiselle Yulia – have curated exclusive playlists for Gucci’s new Spotify hub.

Featured songs include Janelle Monae’s “Electric Lady” and Earth, Wind & Fire’s “September.”

As of March 12, Gucci’s Spotify hub had 146 followers.

A Gucci rep was not available for comment.

The initiative coincides with Gucci’s short film The Fringe, which a press release says debuted on March 3 on the brand’s YouTube channel. According to YouTube, however, the video was posted February 26.

It had just less than 90,000 views as of this writing.

“The short stars Gucci’s Spring/Summer 2014 Bamboo Fringe handbag, which proves itself as the perfect nightlife accomplice,” the brand says.

A special version of the video will also appear in select expandable banner ad units as part of a worldwide digital media roll-out, Gucci adds.

In addition, Gucci says its branded music streaming channel will allow users to “explore, listen, and share tracks on various social media networks.”

@Gucci has 1 million followers. The brand is using #guccifringe to push the Spotify hub and playlists.

Gucci also has 12.4 million likes on Facebook, where it has posted a Fringe Mix photo gallery with 5,500 likes as of March 12.

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