Luchford already shot the brands SS16 campaign video in Berlin, showcasing the German capital’s reckless 70’s youth culture. This time, the brand found back to its roots in Italy – as Gucci always keeps its home country close to heart. With wild and daring effects, the campaign includes roaring animals, such as a lion, a leopard, a tiger and a giraffe, and of course the models, wearing the very colourful, sophisticated, yet bold collection, designed by Alessandro Michele. The designs represent an ode to all the great Italian artists and intellectuals from the past.
The video features a bizarre mood, celebrating the eccentric and surreal, as an homage to legends such as abstract expressionist Cy Twombly, collagist Mario Schifano and actress Laura Betti, the muse of director Pier Paolo Pasolini. The wild animals seem to be trotting around like pets in iconic apartments, hotels, cafés and at the infamous Trevi Fountain, bringing the clip all the coolness that it deserves, as Gucci states:
Since Alessandro Michele became the brand’s creative director in January 2015, Gucci has undertaken a major transformation, introducing new contemporary designs, and therefore gaining a higher reputation. The SS17 designs feature silk gowns, a strong colour scheme, as well as frills, prints and embroidered details.
Besides the drop of its stunning new campaign, Gucci unveiled a new book with the title “Blind for Love” this week, too. The book offers an insight into Alessandro Michele’s position in the fashion house and was shot by British artist and photographer Nick Waplinton. With a limited number of copies, the book features shots of Gucci’s Cruise 2017 show in London, as well as a glimpse into some creative processes.
Check out Gucci’s bizarre campaign video below!
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