FASHION

GUCCI SPRING-SUMMER 2016 CAMPAIGN BY GLEN LUCHFORD

By Crash redaction

ALESSANDRO MICHELE TAKES THE GUCCI SS16 CAMPAIGN TO 80s BERLIN

Under Alessandro Michele’s tenure, Gucci campaigns have become more than an advertising medium – they are a coherent story altogether. Starting his journey from the streets of Los Angeles with the fall/winter 2015-16 campaign, Michele now reinterprets the Berlin nightlife to which he injects a dreamy, sometimes surrealistic vision. Everything about the Gucci SS16 campaign says 80s German pop culture, yet it is not a shrill imagery, but rather an understated interpretation of decadence. There is a contrast between the lightness of Michele’s designs and the raw, unvarnished, and sometimes incongruous decor where the action and unspoken dialogue between characters take place – say, an eccentric-looking nightclub bathroom or the stairs of the Berliner U-Bahn. The group shot on a rooftop might as well be a memento from a time between the 70s and 80s, when boys and girls were young and carefree, and mingled until dawn. A little nod to the clothes’ rich embroideries, a skateboarding peacock is the campaign’s stand-out. When Gucci meets Berlin, fashion meets hedonism.

Campaign credits:

Creative director: Alessandro Michele / Artistic 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 Goldhoorn, Timothy Dibble, Arnis Cievala, Anton Tofgart.