Photography Glen Luchford. Courtesy of Gucci. 

gucci's new campaign is a sensational tribute to the art of fashion

Alessandro Michele and Glen Luchford reimagine Prêt-À-Porter in Paris, replete with retro frames, spiked collars, and bouffant hairstyles.

by Nicole DeMarco
|
15 July 2019, 11:39pm

Photography Glen Luchford. Courtesy of Gucci. 

The Gucci universe is full of both stories and characters, whether it be Harry Styles making the case for feminine menswear amongst taxidermy swans or a Sicilian campaign starring gap-toothed punk-rocker Dani Miller. This go-round, Alessandro Michele pays tribute to the fabula of fashion itself that comes to life through Prêt-À-Porter, and iconic looks from the 50s to the 80s. Insert #GucciPrêtÀPorter.

For the aw 19 campaign, shot by Glen Luchford, the designer sought inspiration in seasonal fashion rituals, turned industry clichés — from the drawing board and workshop, to designers fitting their models in a backstage frenzy, over-the-top catwalks, the frow parade, and of course, elaborate magazine shoots. Certainly something Gucci knows a bit about.

The campaign video takes us on a journey through time, to a faux Gucci runway show some 30 years ago in Paris, replete with decadent beaded looks, lush jewel tones, retro frames, spiked collars, and bouffant hairstyles. A time where must-have hemlines, colours, and closing looks would have made made sensational front-page headlines.

In today's world, where focus has shifted to the making and promoting of clothes merely as articles of clothing, Michele pays tribute to fashion's illustrious history and the art of the process. He and Luchford instill a sense of old world glory and romanticism, in which, "the clothes take on the role of absolute protagonists and tell their own story, and for this reason are deserving also of the title and the cover."

1563222662404-GU636_FW19-CAMPAIGN_LAYOUTS_DPS_300dpi_58
Photography Glen Luchford. Courtesy of Gucci.
1563222717176-GU636_FW19-CAMPAIGN_LAYOUTS_DPS_300dpi_57
Photography Glen Luchford. Courtesy of Gucci.
1563222643013-GU636_FW19-CAMPAIGN_LAYOUTS_DPS_300dpi_42
Photography Glen Luchford. Courtesy of Gucci.
1563222757007-GU636_FW19-CAMPAIGN_LAYOUTS_DPS_300dpi_49
Photography Glen Luchford. Courtesy of Gucci.
1563222774003-GU636_FW19-CAMPAIGN_LAYOUTS_DPS_300dpi_44
Photography Glen Luchford. Courtesy of Gucci.
1563222797499-GU636_FW19-CAMPAIGN_LAYOUTS_DPS_300dpi_46
Photography Glen Luchford. Courtesy of Gucci.
1563222892264-GU636_FW19-CAMPAIGN_LAYOUTS_SP_300dpi_17
Photography Glen Luchford. Courtesy of Gucci.

Credits

Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photography/ Director: Glen Luchford
Hair Stylist: Paul Hanlon
Make Up: Thomas De Kluyver
Location: Paris

Music credits:
“ASCENSEUR POUR L’ECHAFAUD (GENERIQUE)”
Miles Davis
(M. Davis)
© &  Warner Chappell Music France
Courtesy of Warner Chappell Music Italiana S.r.l.

This article originally appeared on i-D US.

Tagged:
Gucci
pret-a-porter
alessandro michele
Glen Luchford
aw 19 campaign