The collaboration between fashion photographer Glen Luchford and recently departed Gucci Creative Director Alessandro Michele has been an instrumental force in reshaping the brand’s visual identity. Together, they have created captivating campaigns that have garnered critical acclaim and transformed Gucci into a global fashion powerhouse all over again.
Gucci Spring-Summer 2016 Campaign shot by Glen Luchford | Image courtesy of: Crash
This episode of our popular Image Makers series explores their creative partnership, highlighting their shared vision, distinctive aesthetic, and the lasting impact they have had on the fashion industry.

Shared Vision and Aesthetic:

Glen Luchford and Alessandro Michele’s creative partnership at Gucci was built on a shared vision of melding nostalgia, eclecticism, and romanticism. Both artists have a deep appreciation for vintage aesthetics and draw inspiration from various eras, resulting in campaigns that seamlessly blend the past and the present. Their work often features opulent settings, vibrant colours, and an abundance of intricate details, creating a whimsical and dreamlike atmosphere.

Redefining Gucci’s Visual Identity:

When Alessandro Michele took the reins as Gucci’s Creative Director in 2015, he sought to revolutionise the brand’s aesthetic and break away from its previous image. Glen Luchford played a crucial role in translating Michele’s vision into striking visual narratives. Together, they discarded traditional fashion photography conventions and embraced a more cinematic approach, infusing storytelling elements into their campaigns.

Campaign Highlights:

1. The Debut Campaign:

Michele’s debut campaign in collaboration with Luchford marked a turning point for Gucci. The campaign captured the spirit of his vision with its whimsical and vintage-inspired aesthetic. It featured a diverse cast of models, showcasing Gucci’s new direction and celebrating individuality.

2. Surrealism and Romanticism:

Luchford and Michele’s campaigns often exhibit elements of surrealism and romanticism. They create dreamlike narratives that transport viewers into fantastical worlds. These campaigns blend fashion with art, evoking emotions and challenging conventional beauty standards.

3. Cultural References and Social Commentary:

The creative duo frequently incorporates cultural references and social commentary into their work. From celebrating diversity and inclusivity to addressing political and environmental issues, their campaigns go beyond just selling products. They capture the zeitgeist and engage with the audience on a deeper level.

1. Gucci Spring/Summer 2016 Campaign:

Gucci Spring-Summer 2016 Campaign shot by Glen Luchford | Image courtesy of: Crash
  – Season/Year: Spring/Summer 2016
  – Concept: Glen Luchford worked with Alessandro Michele on his debut campaign as Gucci’s Creative Director. The campaign featured a whimsical and eclectic aesthetic, capturing Michele’s vision of a romantic and vintage-inspired Gucci.
  – Models: The campaign featured a diverse cast of models, including Tessa Charlotte Bruinsma, Lia Pavlova, Aneta Pajak, and others.

2. Gucci Pre-Fall 2016 Campaign:

  – Season/Year: Pre-Fall 2016
  – Concept: Glen Luchford collaborated with Alessandro Michele on a campaign that continued the romantic and eclectic themes of the previous collections, with a focus on showcasing the intricate details and craftsmanship of Gucci’s designs.
  – Models: The campaign featured models such as Polina Oganicheva, Peyton Knight, and others.

3. Gucci Fall/Winter 2016 Campaign:

  – Season/Year: Fall/Winter 2016
  – Concept: Glen Luchford’s campaign for this season continued to embrace Alessandro Michele’s eccentric and vintage-inspired aesthetic, featuring opulent settings and a mix of vibrant patterns and textures.
  – Models: The campaign included models such as Petra Collins, Sofia Friesen, Lia Pavlova, and others.

4. Gucci Spring/Summer 2017 Campaign:

  – Season/Year: Spring/Summer 2017
  – Concept: Glen Luchford’s campaign for this season conveyed a sense of surrealism and dreamlike narratives, featuring models surrounded by animals in lush and vibrant landscapes.
  – Models: The campaign featured models including Lorens Miklasevics, Unia Pakhomova, Ellen de Weer, and others.

Gucci Pre-Fall 2017 Campaign: Soul Scene – The Director’s Cut

If anyone needed one showcase to see the genius in this creative partnership you need only look at the the 2017 Prefall campaign.
Inspired by the photographs of artist Malick Sidibé, who in the 60s and 70s captured youth culture in Africa, the Pre-Fall 2017 campaign video reflected the vibrant attitude of the collection. Referencing the spirit of England’s underground Northern Soul movement from the 60s and 70s, the campaign film explored the freedom of expression found in music and dance. Set in the Mildmay club in London, a colourful dancehall, photographer Glen Luchford together with artistic direction by Christopher Simmonds captured Alessandro Michele’s latest collections in a dynamic and spontaneous video and images.

Photographer: Glen Luchford
Creative direction and styling: Alessandro Michele
Art director: Chris Simmonds
In the world of fashion, campaigns play a vital role in capturing the essence of a brand’s identity and captivating the audience’s attention, no campaign before it made waves in the fashion industry like Glen Luchford’s Gucci Pre-Fall 2017 Campaign: Soul Scene. It really redefined conventional fashion narratives.
Glen Luchford, a renowned fashion photographer, collaborated with Gucci’s creative director, Alessandro Michele, to create the Pre-Fall 2017 Campaign: Soul Scene.  Luchford beautifully captured the spirit of this subculture by combining elements of fashion, music, and dance to create a visually striking narrative.
The campaign featured a diverse cast of models and dancers including Alton Mason and Alpha Dia, showcasing a range of Gucci’s eclectic and retro-inspired designs. Luchford’s images exuded a sense of nostalgia, capturing the essence of the Soul Scene era while infusing it with a contemporary twist. The use of bold colours, intricate patterns, and flamboyant styling created a visual feast that transported viewers to a bygone era while retaining a modern sensibility.
Soul Scene made a significant cultural impact by challenging traditional fashion norms. By celebrating diversity and inclusivity, the campaign defied the industry’s longstanding standards of beauty. The representation of models and dancers from different ethnic backgrounds, body types, and ages sent a powerful message of acceptance and empowerment.
Moreover, the campaign embraced the spirit of subcultures and their influence on fashion. The Northern Soul movement, with its emphasis on music, dance, and individual expression, served as a powerful metaphor for Gucci’s own creative journey. By aligning itself with this subculture, the brand demonstrated its commitment to authenticity and its willingness to celebrate alternative forms of self-expression. The Pre-Fall 2017 Campaign: Soul Scene challenged conventional fashion narratives by exploring the intersection between fashion, music, and dance. The campaign showcased the transformative power of fashion, highlighting how clothing can become a vehicle for personal identity and self-expression.
Luchford’s imagery captured the energy and exuberance of the Soul Scene dancers, emphasising movement and spontaneity. By prioritising dynamic poses and expressive gestures, the campaign moved away from the static, posed aesthetic commonly associated with fashion photography. This departure from the norm not only made the campaign visually captivating but also reinforced the idea that fashion is a living art form that thrives on movement and individuality.
Soul Scene stands as a testament to the power of creativity and inclusivity in fashion.

5. Gucci Fall/Winter 2017 Campaign:

Gucci Fall/Winter 2017 Campaign shot by Glen Luchford | Image courtesy of: Fashion Gone Rogue
  – Season/Year: Fall/Winter 2017
  – Concept: Glen Luchford’s campaign portrayed a retro-inspired aesthetic with a mix of vibrant colors, bold patterns, and eclectic settings, reflecting Alessandro Michele’s ongoing vision for Gucci.
  – Models: The campaign included models such as Ellen de Weer, Gisele Fox, Nika Cole, and others.

Legacy and Industry Impact:

The collaboration between Luchford and Michele has left an indelible mark on the fashion industry. Their campaigns have received widespread recognition, winning awards and influencing other brands and photographers. They have redefined Gucci’s visual identity, making it one of the most desirable and influential luxury brands of the 21st century.


Gucci Fall/Winter 2017 Campaign shot by Glen Luchford | Image courtesy of: Fashion Gone Rogue
The creative partnership between Glen Luchford and Alessandro Michele at Gucci has been a transformative force in the fashion industry. Their shared vision, distinct aesthetic, and commitment to storytelling have resulted in visually captivating campaigns that transcend traditional fashion photography. Together, they have redefined Gucci’s visual identity, capturing the hearts and imaginations of audiences worldwide. Their collaboration serves as a testament to the power of artistic synergy and the potential for visionary partnerships to shape the future of fashion.

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