Introducing #accidentalinfluencer, Gucci’s latest digital project, an intriguing and playful take on the idea of imitation and replication in dedication to the Gucci Tennis 1977 sneaker. Gucci’s original low-top tennis shoe from the House archive was redesigned with a new, contemporary audience in mind. 

Shot by Max Siedentopf, the #accidentalinfluencer project showcases candid and colorful portraits that paint glorious imagery of a world in which seemingly identical people congregate spontaneously in every-day situations. Ranging from elegant women in lush fur coats to the milk crates and street style, the effect is hypnotic and haunting. 

The campaign will launch on Gucci’s social media platforms, including TikTok, Instagram, and a special section on the Gucci App that allows customers to virtually “try on” the Gucci Tennis 1977. 

The Gucci Tennis 1977 shoe, is available on February 7th at select Gucci stores nationwide.