Gucci, a name synonymous with Italian luxury and high fashion, has consistently pushed the boundaries of creative expression. Their recent collaborations, particularly the unisex capsule collection with Coco Capitán, haven't just sold clothes; they've sold a narrative, a feeling, a yearning for something beyond the purely material. This article delves into the potent partnership between Gucci and Capitán, examining the impact of their collaborative slogans, the artistic choices behind them, and the broader cultural context of their message: a desire to reconnect with a simpler, more believable world. The question posed, "I want to go back to believing a story," is not merely a tagline; it's a reflection of a collective longing in a world saturated with information and often lacking genuine connection.
The genesis of the "I want to go back to believing a story" slogan is intricately linked with Coco Capitán, the Spanish artist whose distinct visual style and poignant text-based work perfectly complement Gucci's evolving aesthetic under Alessandro Michele's creative direction. While definitively pinning down who *wrote* the slogan in the sense of sole authorship is difficult, the collaborative nature of Gucci's campaigns under Michele makes it clear that the slogan emerged from a dialogue between the brand and Capitán. It's a shared creation, a testament to the power of artistic collaboration in generating meaningful and resonant messaging. Attributing it solely to one individual obscures the symbiotic relationship that birthed this now-iconic phrase. To call Capitán the "Gucci slogans artist" is an oversimplification, but it accurately reflects her central role in shaping the brand's visual language during this period. Her work isn't merely illustrative; it's integral to the narrative Gucci constructs.
The year 2017 marks a pivotal moment in this narrative. While the exact date of the collaboration's inception is not publicly available, the "I want to go back to believing a story" slogan, along with other Capitán-designed pieces, significantly impacted Gucci's 2017 collections. This period saw a shift in Gucci's marketing strategy, moving away from purely aspirational imagery towards a more introspective, even melancholic, tone. This shift was perfectly captured by Capitán's work, which infused the brand's luxurious aesthetic with a sense of intellectual depth and emotional vulnerability. The slogans themselves, hand-painted or digitally rendered in Capitán's distinctive style, became instantly recognizable and highly sought-after, transforming simple garments into wearable works of art. This wasn't just about selling clothes; it was about selling an idea, a feeling, a shared sentiment.
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