MARTIN PARR
FOR GUCCI
watches captured in
Gucci Places Harlem
and LACMA

At the Los Angeles County Museum of Art @lacma, @martinparrstudio reveals a museum-goer wearing a G-Timeless watch with the green-red-green Web stripe posing in the gallery’s installation at its entrance. #GucciPlaces #TimeToParr Text by @kchayka. #AlessandroMichele Read more through link in bio. ©2018 Chris Burden / licensed by The Chris Burden Estate and Artists Rights Society (ARS), New York

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In a stately brownstone on Lenox Avenue in Harlem, north of Manhattan, is the boutique of Dapper Dan, reopened with Gucci in 2017. Harlem is the hub of African-American culture, particularly music, from the jazz age of its 1920s Renaissance to soul singers and, most recently, hip-hop. The wide streets hold stories that any cab driver can tell you. The United States has always been driven by the glamor of being able to create yourself, the way Dapper Dan turned himself into a taste-making tailor for rappers and stars in the 1980s, remixing luxury garments. Fame is hard won, and made by hand, as the materials of Dap’s atelier show. Fashion is assembled out of these pieces, needles, ribbons, and scraps. Dressing up can be a way of trying on a new identity, and Americans are experts. Martin Parr’s images of the US show the notion you can be whoever you want to be, or at least imagine. Everyone poses and preens, especially in the lambent sunlight of Los Angeles. Everyone in the photographer’s frame is a celebrity to the camera. The artist Chris Burden installed a forest of local lampposts in front of the Los Angeles County Museum of Art (LACMA). Visitors dodge in and out of them, Instagramming. It’s contemporary art but also history, displaying a chronology of the city’s infrastructure over time. It’s the details that make an outfit, or a place, come together: an art installation, a striped sleeve, or a wristwatch below a minimalist tattoo. Little signs that signal identities as we move through the world. Martin Parr captures Americans who aren’t trying to pretend they’re anyone else than who they imagine themselves to be.

For #TimeToParr, Gucci commissioned British photographer Martin Parr @martinparrstudio to capture the House’s timepieces around the world. Parr visited nine #GucciPlaces, and documented the watches on the wrists of locals, tourists, and passersby. The artist’s photography captures moments that might otherwise be overlooked, like a woman bending down to feed pigeons in a piazza in Florence wearing the G-Timeless watch with the Web stripe strap. Text by @kchayka. #AlessandroMichele Discover more through link in bio

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GUCCI / Martin Parr
GUCCI / Martin Parr