Romantic Redirection in Gucci Jewelry & Timepiece CampaignPrint
There is a new mood and a new motif for the Gucci 2015 Campaign. Sex appeal has been replaced by romanticism. The campaign is the vision of the brand’s Creative Director Alessandro Michele. Photographer Glen Luchford made his dream a reality.
The Florence-based shoot brought together models Laurie Harding and Madison Stubbington and Gucci pieces from the brand’s signature lines. Watches in the campaign include Diamantissima for women and Horsebit for men. Jewelry images feature Flora, Horsebit and Le Marche des Merveilles, a new entry from Gucci.
“It’s about sensuality now,” said Michele. Of his idea of the Gucci woman, he said, “She’s an intellectual who has taste…a woman of great freedom of expression.”
Le Marche de Merveilles features a honey bee motif. Designs present a poetic mood. Pieces include 18kt yellow or rose gold earrings, pendants and a ring.
The Campaign is Michele’s first since being named for the top creative spot in January 2015. He is no stranger to Gucci, having worked behind the scenes for a dozen years. He is bringing a radical new direction to the brand. The new aesthetic b(l)ends genders. While it differs from the Gucci of the past, the house’s DNA remains.
Reinvention is not a new theme at Gucci. Among the men leading the change: Michele and Marco Bizzari, the incoming CEO. It was Bizzari who selected Michele for his new position. Bizzari went on a world tour of 21 cities, meeting 3,000 of the 11,000 Gucci employees. They heard the corporate message delivered firsthand, from the top!
The new team is changing what Gucci means. Look for the new Gucci campaign in print and on social media.