By Michaela Del Viscovo
A pink bathroom.
Stressed out models.
And Gucci’s Spring 2016 collection in one set of images.
I think it’s safe to say Alessandro Michele’s latest campaign for Gucci spring/summer 2016 is a major bitch slap in the face to this article on WWD which predicts that fashion is heading for a burnout- with one of the main culprits supposedly being designers’ creativity being compromised. Michele truly gave WWD’s editor’s a run for their money with his latest campaign that has garnered a great amount of talk from the industry as well as the public. Props to you, Michele, for putting Gucci right back where it was on our fashion radar in 2008. In fact, his first two collections will not be discounted being that the full-price sell-through is high enough. (insert clapping emoji here)
To go along with the quirky feel of Michele’s vision for the brand apparent in his use of wallpaper, floral and oversized bows for the Spring 2016 collection, the campaign was sensibly shot in Berlin. A city described by Gucci as “artistic and brutalist.”
The overall concept of the campaign is summarized as “a feeling of after-dark intimacy, while the interaction between the protagonists suggests a strong, unheard script.” Intimacy, indeed. I don’t know about you, but the image above brings me major high school hallway vibes. You know, the times when you’re walking to class, the only thing on your mind is to get to calculus on time, and you can’t help but feel emotionally violated (and a tad bit jealous) by the amount of PDA going on by the lockers everywhere you turn. This probably wasn’t the feel Michele was going for with this image, but the pairs of models strategically placed distanced from each other to give each set their own personal space evokes intimacy for sure.
Quickly, the campaign switches from glamorous rooftops to subway stairwells, old school pink bathrooms, and the best of all, a model clutching a peacock while riding a skateboard. Like I said, who can argue that this campaign compromised creativity?
To counteract the unconventional and ethereal aspects of the campaign, there are also models showing extreme signs of distress in the images above. Seems like the model leaned over on the hand dryer is really pissed off at her man gripped onto by another girl in the bathroom. But, stressed out models are supposed to make a campaign more “realistic” for the viewers, right? Though this campaign doesn’t seem all that realistic, it certainly pushes the creative boundaries in the most successful way possible. The mix of un-idealized settings, body language of the models, and, of course, use of peacocks and skateboards all in addition to the quirky, 70’s clothing really makes this campaign beautifully surreal.
Even though we never thought Gucci could make it’s way back as a talked-about, sought-after fashion house, we were wrong! Michele truly outdid himself with his revamp of Gucci in his Spring 2016 collection, and this campaign only solidified everything he’s capable of.