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. This 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. Creative director Alessandro Michele, art director Christopher Simmonds and photographer Glen Luchford have created a dreamy, coming-of-age setting that takes inspiration from the visual language and aesthetic of German ‘80s pop culture. It is a story for spring/summer 2016 that takes place in bohemian 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. We glimpse at girls in a powder room; mirrors create dynamic and bold effects, the use of reflection suggests a feeling of after-dark intimacy, while the interaction between the protagonists suggests a strong, unheard script. There is a surreal atmosphere at play too, epitomised by a shot of a model on a skateboard holding a peacock. We love this visually appealing campaign!
