Gucci launches own Spotify music hub to promote short film 'The Fringe'

Gucci has announced a new social media campaign to promote its latest short film “The Fringe”, which will see the luxury fashion house create a dedicated Spotify music hub.

Launching tomorrow (11 March) the new hub will feature exclusive playlists created by six female DJs, including Pixie Geldof, and allow users to “explore, listen and share tracks”.

The initiative coincides with Gucci’s latest short film, “The Fringe,” which debuted on 3 March on the brand’s YouTube channel to promote the Spring/Summer 2014 Bamboo Fringe handbag range and features each DJ “interpreting” the bags via music.

It follows a young woman entering a nightclub carrying one of the bags on her shoulder.

A special version of the video will also appear in select expandable banner ad units as part of a worldwide digital media rollout.

The campaign is the latest digital marketing push for Gucci which has stepped up its digital efforts after the launch of the brand’s first ever mobile site just over a year ago.