I recall a conversation I had with an esteemed editor who met up with Gucci’s Creative Director Alessandro Michele recently in London, and if I remember correctly, the editor mentioned something about the designer ‘living in his own world’. And it’s exactly this unique world perspective that has given the historied Italian luxury house new life and turned her fortunes around almost overnight.
You’ll see this world in his clothes, and in his accessories, but the starting point for any collection will always be the ad campaigns, which started on crowded streets to underground train stations and most recently, a tropical aviary complete with pink flamingos. Yes, nothing normal here, but normal, it seems, isn’t in Michele’s vocabulary to begin with.
For the Fall-Winter 2016 ad campaign which just hit the interwebs today, we have Glen Luchford lensing his 4th consecutive campaign (or is it the 5th one?) for Gucci, shot on various locations in Tokyo from a pachinko parlour to a park and even the interior of a traditional Japanese house, complete with tatami mats. There are crowded streets, there are soap bubbles, there’s even a bowl of goldfish, with each campaign image subtitled with words like ‘street sounds’, ‘pop’ and ‘relentless buzzing sound’.
You don’t have to try to break it down and try to psychoanalyse it intently for its alternative meaning; you just have to sit back and enjoy Michele’s world. And figure out what you’ll be buying from the collection too, of course.
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Love the idea especially the subtitled words. Contradicting, yet creative, catchy, and cool!