GUCCI

Following on from the fall/winter 2015-16 campaign, where Gucci began its journey on the streets of Los Angeles, the house now travels to Europe, to Berlin.

This pattern, in which each season transports us to a different city, creates a dialogue between the campaigns and a continuous narrative threading through each new collection. Taking inspiration from the visual language and aesthetic of German ‘80s pop culture, the story for spring/summer 2016 takes place in Berlin.

The urban setting of this artistic and brutalist city – from rooftops to warehouse clubs – provides a raw backdrop to a carefree and hedonistic tale. There was a decadence to the spirit of this period that Gucci has echoed in its clothing and accessories for the season, and this romance contrasts intriguingly with the settings of the pictures – an interior of a public toilet or nightclub bathroom,

 

for example. Here, we glimpse girls in a powder room, together, mirrors creating dynamic and bold effects, the use of reflection suggesting a feeling of after-dark intimacy, while the interaction between the protagonists suggests a strong, unheard script. There is a dreamy, surreal atmosphere at play too, epitomized by a shot of a model on a skateboard holding a peacock.

 

 

The campaign will also feature a short film, which will be introduced on Instagram through a series of 10” teasers, while a 30” Director’s cut will be posted and promoted on the House’s official social media channels. The 30” and 60” Director’s cut will be shown on nearly 1500 screens in the most distinguished cinemas in Italy, France, UK, USA, Korea and Japan. In China, a pre-roll short film will be posted on YouKu and IQiyi. 

 

Creative Director: Alessandro Michele

Art Director: Christopher Simmonds

Photographer and Director: Glen Luchford 

Stylist: Jane How

Hair: Paul Hanlon

Make up: Yadim

Models: Polina Oganicheva, Peyton Knight, Elizabeth Moore, Nicole Atieno, Mia Gruenwald, Anka Kurydina, Viola Podkopaeva, Jacob Hugo Goldhoorn, Timothy Dibble, Arnis Cievala and Anton Tofgart

Music: "GOODBYE HORSES" from the motion picture "Married to the Mob"

Written by William Garvey

Performed by Q Lazzarus & William Garvey

Courtesy of Metro-Goldwyn-Mayer Music Inc.