alessandro michele’s new campaign for gucci is in and it's not what you were expecting…

The designer takes the brand in a new direction for his first campaign.

by i-D Team
14 April 2015, 7:49pm

For his first campaign since taking over as creative director of Gucci, Alessandro Michele has decided to take the famed Italian fashion house in a new direction. Forget sexed-up, Italian glamour, the pre fall/winter 15 campaign is a youthful and romantic vision of the modern Gucci man and woman. The global campaign was shot and styled by i-D faves Glen Luchford and Joe McKenna, and stars models Julia Hafstrom and Jack Chambers (well, just his torso). 

As noted by Business of Fashion, although the brand is now under the creative direction of the previously unknown accessories designer, the collection shown was actually designed by his predecessor, Frida Giannini, who left the brand earlier this year. Whether this was intentional it not, it's an interesting metaphor for the handing over of creative power from one designer to another.

alessandro michele
Glen Luchford