Friday, 12 November 2010

Gucci and Jay-Z reveal fashion collaboration to coincide with his new book

Gucci has partnered with Jay-Z on the release of his first book, Decoded - Jay-Z’s story of the hidden meanings behind his songs and his journey through the hip hop experience. The partnership is part of a collaboration between the rapper and internet search engine Bing to expose the book in a unique way before its official release on 16 November. The Bing interactive experience ( enables people to decode the 36 songs in the book with clues leading to locations that have inspired lyrics in Miami, New York, London, Las Vegas and Los Angeles. Clues will be distributed on Jay-Z’s Facebook and Twitter pages, and Bing. Yesterday (11 November) Gucci revealed one of three hundred Decoded pages in its 5th Avenue flagship store. The page is printed on the lining of a Gucci one-of-a-kind leather bomber jacket designed by Gucci Creative Director Frida Giannini in collaboration with Jay-Z. Once the jacket is discovered at Gucci, fans are instructed to text in a code found at the location and are encouraged to upload an image of the decoded page. Any player who locates a page online or in-person is entered into a draw to win the page they have located, signed by the man himself.