Seoul-based illustrator and animator Seo In Ji is among the artists featured in Gucci&rsquo;s 90x90 Project, a campaign celebrating the brand&rsquo;s rich legacy and its connection to art and silk. Alongside nine other artists who reimagined themes from Gucci&rsquo;s storied archive, Seo infuses her signature playfulness into the brand&rsquo;s silk scarves, creating designs that captivate wearers and enchant spectators worldwide.

Affection and warmth radiate from Seo In Ji&rsquo;s vibrant portrayals of everyday, featuring curvaceous women, whimsical landscapes, and larger-than-life pets. It&rsquo;s no surprise that Gucci selected her for the 90&times;90 Project&mdash;the brand&rsquo;s exploration of its enduring dialogue with silk and art&mdash;chronicled in the book, Gucci: The Art of Silk, in collaboration with Assouline.
Scarves are used for accessorizing and insulation, which make them the perfect canvas for Seo. Her electrifying illustrations add a layer of coziness to the wardrobe staple. &ldquo;I want to create visual impact and joy. For me, that sense of visual playfulness is essential, and I hope to continue crafting experiences that bring people excitement and delight,&rdquo; she says.
Gucci has always championed bold, contemporary narratives, and this longstanding legacy goes way back in 1966 when it first introduced its Flora scarf, which marked its debut in the silk industry. It featured the design of Italian artist Vittorio Accornero de Testa, who captured the intricate patterns of blooms from all seasons. The exceptional detailing became a signature for Gucci. Since then, the brand has continued to cultivate artistry and craftsmanship in sustaining its initiatives.
To reinforce this tradition, Gucci invited Robert Barry, Everett Glenn, Sara Leghissa, Currynew, Jonny Niesche, Gio Pastori, Walter Petrone, Yu Cai, and Seo In Ji to reinterpret classic themes from the House (flora, GG Monogram, horsebit, nautical, and fauna).
In this L&rsquo;Officiel exclusive, we sit down with Seo In Ji, whose illustrations and animations have graced album covers, music videos, and campaigns for brands and artists like Apple, Samsung, Nike, EXO, NCT Dream, Peggy Gou, and Rina Sawayama. By blending her artistic vision and commercial storytelling, she transforms everyday objects into prized possessions.

Gucci GG Monogram created in collaboration with Seo In Ji for the 90×90 project @yes_seoinji

Hi Inji, how are you?
Hello! I&rsquo;m spending exciting days anticipating the arrival of my baby, who is due very soon. I recently wrapped up my commission work and am now preparing to welcome this new chapter in my life. The upcoming change brings a mix of excitement and a bit of nervousness, but I&rsquo;m also looking forward to seeing how this transition influences my creative direction.
You are known for your curvy characters; how did it feel to showcase a different side of your creativity while working with Gucci?
It was incredibly thrilling to explore a completely new world that I hadn&rsquo;t depicted before. There are times when I feel stuck in familiar patterns, wanting to break free but finding it difficult. This collaboration with Gucci gave me the opportunity to push those boundaries and experiment with unfamiliar materials and themes. It also allowed me to reflect on my past work and redefine my approach to visual storytelling.
The scarves you made for the 90&times;90 Project have a very lush and whimsical feel. What is behind the imagery of this collaboration with Gucci? Can you walk us through each piece?
For the Animalia pattern, I wanted the existing motifs to retain their original essence while coming to life like animated characters. I treated each section of the pattern as if I were directing an animation scene, carefully considering the gestures and composition. The animals in these designs are not only majestic wild creatures running through jungles and savannas but also playful and full of energy, much like the characters in my animated work.
The floral pattern was particularly exciting for me. I&rsquo;ve always been captivated by its vivid colors and elegant forms, so I was eager to push the visual impact even further. Instead of pursuing a natural look, I aimed for an almost surreal level of vibrancy, where the colors are so intense that they almost resemble glossy, plastic- like wrapping paper&mdash;something I found especially appealing.
For the nautical theme, I maintained the classic forms but reimagined them in a whimsical, almost magical way. I thought about how beautiful marine elements might appear if they were part of a fantasy setting. If I were to design an actual yacht, these are the kinds of details I would love to incorporate.
The Gucci pattern was inspired by my dog, Thor, who frequently appears in my work. I approached this as an extension of the nautical sketches, portraying Thor as a constant companion&mdash;like a keychain charm that I always carry with me. No matter where he is, Thor brings a cheerful and lively energy to every scene. Lately, whenever I work on projects with creative freedom, I find myself naturally including him.

50 51 GG Monogram Nautical

You have worked with celebrities and are now working with one of the most celebrated brands in the world. What challenges did you face in these situations, particularly the 90&times;90 Project? How did you overcome them?
Commissioned projects always come with certain constraints, whether in terms of subject matter, deadlines, or creative direction. However, I&rsquo;ve found that these limitations often fuel my creativity and lead to some of my most innovative work. They push me to break away from my comfort zone and explore new ideas. Even in my personal projects, I sometimes impose restrictions on myself to turn them into creative challenges.
For the Gucci collaboration, my biggest challenge was reinterpreting the existing patterns. At first, I approached it with the mindset of simply &ldquo;redrawing&rdquo; them, which made the process feel overwhelming. But when I introduced the concept of digital animation as a bridge, I was able to integrate the patterns into my artistic style more seamlessly. Instead of just replicating them, I started to replace elements with ones that matched my vision, and that shift made the process far more enjoyable and rewarding.
What is your mantra for maintaining your artistic identity while working on commercial projects?
I always keep a record of themes and subjects I&rsquo;d like to explore, and whenever possible, I incorporate them into my commercial work. If a project allows for flexibility, I try to introduce elements I&rsquo;m personally interested in&mdash;whether by proposing an animation concept or by shaping the overall mood with materials that resonate with me.
Fortunately, many of my clients approach me because they appreciate my distinctive artistic voice, so I&rsquo;m often given creative freedom. Balancing the project&rsquo;s direction while preserving my individuality is always key.
What inspires your aesthetic and creative vision? Is there anything that sets your previous work apart from the scarves of the 90&times;90 Project?
Recently, I&rsquo;ve realized that simply being in &ldquo;work mode&rdquo; itself is a major source of inspiration. As I work on one project, new ideas for the next one naturally emerge, creating a continuous cycle of creativity.
The biggest difference between my previous work and the 90&times;90 Project lies in the level of detail. This project required me to examine every single line and stroke in the original patterns closely. I knew that without meticulous detailing, the design wouldn&rsquo;t carry the same impact. So, I put a lot of effort into ensuring that every small element contributed to the overall charm of the pieces.

Gucci Fauna created in collaboration with Seo In Ji for the 90×90 project @yes_seoinji

Your approach to color is bold and deliberate. How do colors affect your mood and overall creative process?
I think I&rsquo;m naturally drawn to color&mdash;I fall in love with colors easily. I have countless personal &ldquo;love stories&rdquo; with different color combinations, and I&rsquo;m always trying to translate my visual experiences into my work.
One of my strongest artistic desires is to capture attention through color within the first second of viewing a piece. To me, color is not just an aesthetic choice&mdash;it&rsquo;s a way to create an immediate and immersive experience.
Have you faced any challenges or advantages as an Asian artist in the global art scene?
Because Asia is still somewhat underrepresented in the global art market, I think my work is often received with fresh curiosity. In particular, I&rsquo;ve noticed that audiences outside Korea are intrigued when I incorporate Korean cultural influences into my art.
Being a digital artist in today&rsquo;s online era is also a huge advantage. The internet allows me to share my work with a global audience and engage with different perspectives, which is something I deeply appreciate.
Are there any new themes that you are particularly eager to explore in upcoming projects?
Now that I&rsquo;m about to welcome a daughter, I feel drawn to themes of family, love, and motherhood. As someone who has primarily focused on visual elements like color and form, this overwhelming emotional experience presents a completely new creative challenge. I&rsquo;m still trying to figure out how to express such a profound concept visually, and I&rsquo;m excited to explore different approaches.

Artist Seo In Ji Shares How She Reimagined the Legacy of Art and Silk for Gucci

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