Creative director Alessandro Michele, art director Christopher Simmonds and photographer Glen Luchford have created a lively, unconventional and striking new campaign for Gucci pre-fall 2016. It is set in a glass-domed tropical aviary where wild plants and wandering flamingos move freely across patterned rugs and among piles of old books.
The images portray an energetic, emotional, surreal riot of colours, textures and movement, recalling the spirit of many of the House’s new flora and fauna-based prints. In this chaotic and cluttered wonderland. Forget the saying less is more. Here, more is definitely more. Populated by a cast of carefree characters, playfully interacting with each other, reading, kissing and relaxing in the vibrant space they inhabit. The campaign is an exploration of the bizarre and eccentric, telling a compelling story of youth, curiosity and liberation.