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Gucci SS16 campaign is a party

By Glen Luchford

Gucci SS16 campaign is a party By Glen Luchford

The latest Gucci campaign by Alessandro Michele mixes Berlin sceneries à la Christiane F. with looks curated in every detail worth of a Wes Anderson movie. The dreamlike and floral atmospheres of the 70s so dear to the Italian designer meet pop corners of the German capital: a hot pink bathroom, the yellow coloured tunnel of a metro station and a rooftop at dawn, suggesting the end of an amazing party.

Michele’s imagery is more and more clear: youth, light heartedness, natural charm, passion for vintage and travels (his campaigns already took us to Los Angeles, Florence and now Berlin) and love. The people in these images look in love, if not with each other, with life.

Up to this moment nobody had been able to do justice to the spirit of a party as much as Glen Luchford in the video of the brand’s Cruise 2016 campaign, set in a sumptuous villa outside Florence, and the image of these guys abandoning themselves to the view of the sky at dawn goes exactly in this direction.

After years of static photographs and shown off glamour, Gucci is back to tell stories and create emotions.