In January fashion powerhouse Gucci appointed Alessandro Michele as creative director. Yesterday, the 42-year-old, who studied at the Accademia di Costume e di Moda in Rome, unveiled his first advertising campaign for the pre-fall collection.
When compared to past campaigns, the ultra-cool ad reflects a laidback, high fashion look. In the past, models portrayed in the Italian brand advertisements commonly mirrored a high-end, unattainable look. Michele tapped Glen Luchford for photography and Chris Simmonds for art direction.
The main prop used in all images is a 70’s style sofa. In one of the still images, fashion enthusiasts observe a redheaded woman draped in a long flowing black and white stripped dress seated on the couch. The redhead is inspecting her topless male companion, who is wearing a stripped burgundy pants. However, the star of the photo is Gucci’s Python purse.
In another campaign image, a male model is settled on the same couch, caught, mid-action, taking off his sweater. His feet are nestled together showcasing fitted cropped jeans and oxfords.
Throughout three of the five photos uploaded to the Italian brand’s Instagram, the male model remains topless and faceless. However, in the fourth to last image uploaded we finally get a face to the rock solid abs.
One thing that remained constant throughout all images: both models seem to be unaware photos were being taken.
When Gucci appointed Michele, who has been part of the Italian brand since 2002, Marc Bizzari, President and CEO of Gucci, said, “Alessandro’s talent and his knowledge of the company and his design teams in place will for sure allow him to move quickly and seamlessly in implanting his new creative direction for the collections and the brand.”
Prior to joining Gucci, Michele began his career at Fendi as a senior accessories designer. From there, he was hand-selected by Tom Ford to join Gucci. Since 2002, Michele held several roles including director of leather goods design. In 2011 he was promoted to associate director, before taking over as creative director.
In December, it was reported by Women’s Wear Daily, the Italian brand’s revenues fell 1.6 percent to 851 million euros, or $1.13 billion, in the third quarter. In efforts to increase revenue, Michele and Bizzari hopes to take the brand to a new direction and it seems that new direction can be seen in the pre-fall campaign.
(Photos via Gucci)