Trevor “Trouble” Andrew, aka the Gucci Ghost, had a peculiar introduction into the world of Gucci. The tale reads: Trevor Andrew (an ex-Olympic snowboarder) was searching for a last minute Halloween costume, when a rabid obsession with Gucci compelled him to cut eye-holes into his luxurious Gucci bedsheets. The “Gucci Ghost” was born.
Trouble’s birth into the art world remains as spontaneous as that fateful Halloween night. His creative process is raw and very much DIY in the sense of how intuitive and hands-on it is.
His reinterpretive style was noticed by Gucci’s new creative director, Alessandro Michele. Looking to breathe new life into the antiquated fashion house, Alessandro tapped Trouble and let him doodle, paint, and repurpose the brand’s luxurious items.
Trouble recently partnered with Milk Gallery for a first-of-its-kind collaboration. The artist had his work on display to the public for the first time.
“The Real Buy” exhibit kicked off NYFW and ran through the month of September. It was a cross between art installations and live events; as tattoo master Jon Boy tattooed guests for free.
The gallery space took on a life of it’s own, as everyday new pieces were displayed and rearranged. Different themes pocketed every corner of the gallery, and the guests were allowed to interact with most of the art.
This is important in a post-internet era where engagement is key. Milk Gallery quickly turned into an instagram playground as visitors were allowed to touch and photograph everything.
Along with merch, secret souvenirs were scattered about like Gucci Ghost condoms, and Gucci Ghost branded bathroom mats for those who dared.
Most of the gallery was up for sale ranging between $30-100K, but the 1-of-1 leather jackets that lined the room mainly belonged to close friends and family of Trouble’s, or were not for sale.
Trouble is married to singer Santigold and also makes music himself. Always switching between mediums, there is always something to look forward to with Trouble. It is an exciting time for Gucci and the Gucci Ghost as more disruptive art is sure to come.