Fashion Transmedia Storytelling. A study of the Gucci Off The Grid advertising campaign

Abstract

This paper is configured as a part of the fi-nal work of the Fashion Design Degree from the Santa Catarina State University. It aims to examine the phenomenon of transmedia storytelling as a strategy for fashion communication in the pandemic context. The meth-odological design included a literature review, and the analysis of the campaign of the first line of sustainable products of the Italian brand Gucci, called Gucci Off The Grid, from the perspective of the convergence culture and based on the seven principles of the transmedia storytelling formulated by Jenkins (2009). As a result, it was verified that the analyzed campaign built storytelling broad enough to be explored in more than one media, successfully relating most of the principles of transmedia storytelling.