Since the departure of Gucci’s former Chief Executive Patrizio di Marco and creative director Frida Giannini in January of this year, the brand has emerged with an aesthetic overhaul under Gucci’s new president and CEO Marco Bizzarri, and former Gucci accessories designer turned creative director Alessandro Michele.
Departing from its former glamorous Italian image in favour of a distinctly retro, sun-drenched, 70s vibe, Alessandro Michele appears to have made his mark on Gucci, and it has been met with a hugely positive response.
Having originally served as the accessories designer, Michele’s mysticism and eccentricity is undeniably present in Gucci’s A/W15 campaign. His style is a marked contrast to the former glossy and understated approach of his predecessor, Giannini, and his appointment as creative director has given Gucci’s AW15 collection a distinctly dream-like vintage feel.
The colours clash, the prints are bold, the textures are ruffled, the models are quirky and unknown with an air of effortlessness, and the Gucci shoes are noticeably eccentric. The campaign, shot by photographer Glen Luchford, has an urban backdrop; wind-swept subway platforms and vintage looking busses of Los Angeles help to blend bohemian fashion with the enduring feel of everyday city life.
Watch the full video to see why Gucci is capturing everyone’s attention right now: