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Gucci’s New Campaign Is Out Of This World

gucciPhoto: Paper Mag


Under the helm of Alessandro Michele, the direction of Gucci has been anything but conventional. The same can be said for its latest AW17 campaign—photographed and directed by Glen Luchford, with art direction by Christopher Simmonds.

It’s a full-fledged nod towards ‘60s science fiction, with all the cheesy, low-tech gimmicks required to identify one—think candidly-shaken cameras to imitate a quaking spaceship, classic in-camera special effects that recreate pseudo-holograms as well as expertly-painted studio backdrops that will transport you to uncharted territories.

And, if you think green-skinned extra-terrestrials, robots and dinosaurs are rather quaint for a high-end fashion brand, you’re not wrong. Yet, Michele’s outlandish approach works because fashion, like the movies, is a vehicle for escapism.

Whether intentional or not, the new campaign by Gucci sends a message: the sky’s not the limit when it comes to sartorial creativity, and we only wish more fashion campaigns would realise that so they can serve to inspire the wearer, rather than a purchase.

To see more of the intergalactic campaign, keep scrolling.

Photo: Bullett Media, Business of Fashion & V Magazine

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