We’re Back To The Olden Days of Fashion With Gucci’s Latest Campaign
Do not adjust your screens – Gucci’s time capsule hits again. From MGM musicals of the Golden Age of Hollywood to flower paintings in the Dutch Golden Age, Alessandro Michele is known for curating the best of the past and repackaging it into the future, always stamped with double G. The best part of the continuous stream of Gucci magic is that each piece of the puzzle is totally unexpected – you can’t predict where Michele will go next. Even though each of his collections bear a list of already eclectic theme, the campaigns then add another layer of the time-travelling quality. Bending time and place, Michele creates a language of his own, a complete world which can only be entered by indulging in a bit of Gucci. Or a lot, totally up to you.
For his AW19 show, the question of real versus fake came to the table, which led to a collection full of masks and (literally) tear-jerking beauty. Obscurity and madness, captured in its brightest beauty. But how was that story translate in still life imagery and a video? A world within a world. In a Gucci take on Inception, a self-referential idea of fashion comes to life as Michele creates a narrative of an old-school salon-style fashion show. Thanks to the lens of Glen Luchford, Gucci Prêt-à-Porter goes from the making of the garments enters the hustle and bustle of the show and then straight into the celebration of the iconography that a nondescript bearded fashion designer represents. With a list of stock characters and a recipe-like plot, the campaign could be placed in any of the past seven decades. Whether it’s Robert Altman’s Prêt-à-Porter or Audrey Hepburn in Funny Face – the phenomenon of fashion has been part of pop culture since its inception. Now, pop culture’s interpretations are being once again interpreted by Gucci. Glitz and glam served with a side of twisted. That’s how we like our fashion, and Michele does too.
Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photography/ Director: Glen Luchford
Hair Stylist: Paul Hanlon
Make Up: Thomas De Kluyver