It’s no secret that members of the fashion industry are enamoured with Instagram – whether that’s because the app caters to their need for visual stimulation or provides an outlet for their narcissism. Whatever the reason, Gucci has launched a new initiative called #GucciGram, commissioning Instagram artists to interpret the house’s prints in their work.

“#GucciGram is a starting point to tell different stories, which are all united by a great freedom,” says the house’s creative director, Alessandro Michele, explaining more about the project. “Today creativity is often born and finds its voice in digital media, a vital source of visual culture.”

The house has enlisted 31 artists to tell these stories using two prints – GG Blooms and Caleido – which have featured heavily in Gucci’s collections since Michele has taken the helm. Having already established his signature (an antique shop eclecticism overladen with a vintage femininity and a romantic nostalgia), it’s clear that the designer loves to mix the old and new.

“I’m really interested in the past and the contemporary,” he said in a recent interview with Vogue. “My apartment is full of antique pieces, but I put everything together like a modern installation.”

This mishmash approach comes through in this project with artists ranging from from Ed Fornieles (@eddfornieles) who incorporates cartoon motifs into his work, to CSM grad Amalia Ulman (@amaliaulman) who is known for her “cosmetically enhanced” selfies and Kalen Hollomon (@kalen_hollomon) who juxtaposes fashion and old-school advertising.

Check out the gallery above to see some of the artists’ work and head here to find out more about the project.