Gucci & Beyond
“The one thing I really love to go against is the idea that you need fashion rules,”
Gucci’s take on the fashion industries unofficial set of rules is to break them. Alessandro Michele has continued to rebrand Gucci’s image by creatively enhancing it, to fit a modern, new generation of consumers. Gucci's often artistic and culture infused collections have established a new era of luxury fashion and its ability to continue to be relevant. The importance of changing with the times is something Michele fully understands and embraces. Gucci’s latest advertising campaign features dinosaurs, extra terrestrial creatures and robots. Inspired by films like ‘Star Trek’ and “Creature of the Black Lagoon.”
The eye catching campaign features a sci-fi fantastical world with trippy space ship interior, and essential Gucci accessories and clothing. According to Gucci “this season the collection is transported to a parallel universe where a mixed cast of humanoids, aliens, robots and earthlings unite for the Gucci invasion from a galaxy far, far away.” Featuring Coco Captain’s poetry and artistic style along with colorful Gucci designs, the brand has gone above and beyond for its new campaign.
Similarly, Kenzo’s new campaign and collection is a homage to the fashion and the emptiness of La Dolce Vita. Utilizing themes from the tragicomic cinema of Federico Fellini and the 1954 film La Strada. The striking contrast of emotions in the ad campaigns does strike an extra mystery in the collection.
Another noted designer Balenciaga has taken an apocalyptic approach to its collection’s advertising, perhaps inspired by the works of Antonioni or Fellini. With simplistic backgrounds, the strong silhouettes of the clothes with pastel hues gives a sharp image of the tones and style of Balenciaga’s latest collection. The retro and often dreamy themes chosen by many designers have emerged as a trend that goes further than creative ingenuity but an ode toeras gone. The enigmatic mysteries that captivated human minds in the 70’s and 80’s continue to do so and are a constant reminder of our own limitations as well as our imaginations scope.
Gucci's previous advertising campaign for 2017, was set in an English manor, showing an intimate collection of traditional scenes. The contrast between the campaigns is the genius of the creative director's ability to ebb and flow through the ambience they want their audience to see. The variety offered by one label is at the basis of continued success in a social media frenzied world, where visualization has the biggest impact on the audience. The ability to morph from the past to the future, traditional to fantastical and offer styles that are fluid while staying true to the brand's heritage is what keeps people engaged.