Gucci Cruise 2020's Key Accessory Is a Branded Guitar Case

The new campaign highlights the brand’s playful side.

By
Fashion
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Like the past several campaigns shot for the luxury house, Gucci juxtaposes historic Italian architecture against its latest seasonal offering for the Cruise 2020 campaign imagery. Familiar house motifs, including rich patterns and lavish fabrication, reappear on models thrusting themselves into unconventional poses.

Though several looks are relatively toned down, especially for Gucci — consider the striped tees styled with flared jeans and woven polo tucked into loose slacks — the majority of the looks are willfully over-the-top. Peak-lapel leather coats mesh with enormous gold neckwear, yellow track pants anchor suiting wool vests and a ribbed pink tracksuit essentially speaks for itself. Seen alongside the “GUCCI BAND”-emblazoned guitar cases, the collection’s heavily-patterned shirts, sleek tailoring and interlocking “GG” logo mules could function as statement pieces on their own, but instead co-mingle in a knowing blend of opulence.

Stockists like SSENSE will offer the new collection alongside Gucci’s web store and boutiques in the coming months.

Elsewhere, the Italian label introduced seasonal tote bags and even a monogrammed bucket hat.

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Creative Director
Alessandro Michele
Art Direction
Christopher Simmonds
Photographer
Yorgos Lanthimos
Hair Stylist
Alex Brownsell
Make-Up
Thomas De Kluyver

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