Gucci’s pre-fall 2015 campaign brings the wind of change

Even though Alessandro Michele’s reign at Gucci is only at the beginning, the once accessory designer has already taken a few opportunities to strongly show his determination into taking the fashion house a step forward.

Former helmer Frida Giannini’s glossy, poshly static campaigns, marked by the constant use of a soulless studio setting, totally belong to the past. Michele’s first campaign for pre-fall 2015 picked up a contemporary and melancholic concept: the idea of beginning “anywhere and everywhere at the same time”, which is not just to be applied to the location (Los Angeles which could be pretty much be any other city), but also to a strong feeling of independence and freedom from ready-made social schemes.

Shot by Glen Luchford, the campaign shows Michele’s new bohemians going around an anonymous city in their disheveled but extremely tidy looks made of pussy-bow blouses and ruffled dresses, carrying their romantic vintage halo even in the most ordinary and less glamorous situations, such as sitting on the bus.

Expression of a new, sophisticated and genderless youth, Michele’s Gucci campaign is filled with a sense of classy nonchalance and effortless coolness, which perfectly sums up the brand’s tradition with a breezier and more modern, dynamic vision.

The designer explained to the Huffington Post: “I decided to go back to the streets, as with the Cruise collection I just showed in New York – for which occasion Gucci blocked a whole street to use it as a runway. I believe there is a fluid and organic contamination that exists between the catwalk and the street. Fashion, especially ready-to-wear, is something real, made for everyday and for everyone to express their own creativity and individuality”.

Francesca Milano
Photos: Courtesy of Gucci