American roller skater Sara Lancerio is introducing Berlin spirit into Gucci’s #GucciGrip campaign.
It’s a well-known secret: Gucci knows how to play a strong social media game. There was their recent Christmas campaign that brought us into festive mode through the most obnoxious 90s office scenerios that only Gucci could present in a glamorous, cinematic light. And there was #GucciGram, the hashtag under which Alessandro Michele invited artists and illustrators to repurpose some of the brand’s most iconic motifs on Instagram (some of these beautiful artworks had the potential to become even more iconic than the initial actual template). And let’s not forget about Diet Prada’s brilliant takeover of the company’s insta account. And now, yet another campaign has caught our eye, especially since it features an exceptional soul from our home town Berlin.The #GucciGrip project that promotes the house’s Grip Watch ( named after the grip tape used by skaters on their boards), brings together passionate talents out of the skater and street sport scene to tell their stories. And they look good doing it. One of them is Sara Lancerio, who chose Berlin as her home four years ago and has been skating the city’s streets and parks ever since.
We talked to Sara about her passion for roller skating, what makes Berlin special to her, and what she’s been up to during quarantine.