Le Buzz Gucci Spring/Summer 2016 Advertising Campaign
There is no stopping Alessandro Michele the new creative director for Gucci. For Spring/Summer 2016 Advertising Campaign he came back to Europe to tell the tell of the Gucci Women. 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. Berlin has been the hub for creative talents in Europe. Gucci returns to the era of the German film Christiane F.
The Gucci Spring/Summer 2016 Advertising Campaign shows the 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.
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