Since taking upon the role of creative director earlier in 2015, Alessandro Michele has quietly transformed Gucci from an upscale, business-chic fashion house to embrace more youthful, eclectic designs. With Michele at the helm, the luxury Italian fashion house puts forth an energetic video campaign in the form of a short film, directed by talented British photographer, film director and artist Glen Luchford.
Swapping its crisp suits and python leather purses for a variety of whimsical dresses and vintage-like pieces with bold floral prints, Gucci’s new collection for Spring/Summer 2016 exudes a decidedly retro feel with ’70s summer vibes and only solidifies the brand’s brilliant yet conscious effort to reach out to a younger, more hip audience. Set amongst the backdrop of Berlin’s neutral color palette of creams and russet browns, the troupe of Gucci-clad models evoke the energy of free-spirited youth that reminds us of Christiane F.’s music video for David Bowie’s track, “Heroes.”
Watch the director’s cut of the 2016 spring/summer campaign in the video above. Did you also see our editorial for Gucci Cruise’s 2016 collection?