Artist Polina Zakharova works with Gucci for Frieze unveiling of Cosmos

The Frieze contemporary art fair that takes place in London this week continues to see more and more luxe fashion links and one of the biggest this year will be with Gucci.

High-profile multidisciplinary artist, creative director and  co-founder of Hard Feelings Studio, Polina Zakharova, has collaborated with the Italian luxury house to create the video art for Gucci Cosmos.

That’s a “monumental exhibition” celebrating the label’s 102 years and it opens in London at 180 The Strand during Frieze on 11 October, although it runs long after the this-week-only event ends with its closing date being 31 December.

Zakharova has worked as the “artistic lead and creative director” for the visuals and video content for the exhibition alongside contemporary artist Es Devlin and fashion theorist and critic Maria Luisa Frissa. She’s also created an immersive archive “tracing the ideas and inventions set in motions by the creative directors and artisans of Gucci over the past 102 years”. 

The company said she and her collaborator Sveta Yermolayeva have come up with “cutting edge technology and visuals [that] present the fashion label’s legacy and future in an innovative way that meditates upon heritage, luxury, interconnectedness and more”.

Gucci chose to work with the duo as they’re “some of the only women working in high-end production, venue design and technology integration for major global brands and artists at the highest level”. It added that their “multidisciplinary approach, which merges art, music, fashion, new media, audio art and more, sets them apart in the industry”.

Some of those she’s previously worked with include The Weeknd, Bad Bunny, Anyma, BAPE, MET Gala, Post Malone, Travis Scott, Palm Angels, and Drake, among others. 

Zakharova said: “In the vast tapestry of Gucci’s legacy, I have endeavoured to weave moving visuals that bridge a century of innovation with the limitless possibilities of tomorrow. ‘Gucci Cosmos’ is not just a walk through time, but a dance, where every frame captures the essence of an icon and projects it into the universe of the future.”