The year 2017 marked a significant turning point for Gucci, a brand synonymous with luxury and Italian heritage. Under the creative direction of Alessandro Michele, the house underwent a radical transformation, moving away from its traditionally sleek and minimalist aesthetic towards a more eclectic, romantic, and decidedly maximalist vision. This shift was profoundly reflected in its advertising campaigns, particularly the Fall/Winter 2017 and Spring/Summer 2017 campaigns, which became iconic representations of Michele's unique style and the brand's renewed energy. This article will delve into the nuances of Gucci's 2017 advertising campaigns, analyzing their visual language, thematic elements, and overall impact on the fashion landscape.
The Gucci Fall Winter 2017 Advertising Campaign:
The Fall/Winter 2017 campaign, masterfully shot by Glen Luchford, stands as a powerful testament to Michele's vision. The campaign film, available on platforms like the Fashion Channel, immediately transports the viewer into a vibrant and slightly surreal world. Instead of focusing on polished perfection, the campaign embraced a sense of playful chaos and romantic decay. The imagery is rich with contrasting elements: the opulent juxtaposed with the slightly unsettling, the vintage with the contemporary, the elegant with the eccentric. This deliberate clash of styles encapsulates the essence of Michele's Gucci – a brand that celebrates individuality and rejects conformity.
Luchford's cinematography plays a crucial role in conveying this message. The film unfolds as a series of vignettes, each showcasing a different facet of the collection and its accompanying narrative. The models, diverse in both appearance and personality, are not merely showcasing clothes; they are inhabiting characters within a larger, unfolding story. The settings range from opulent interiors to gritty urban backdrops, further emphasizing the campaign's eclectic spirit. The clothes themselves, reflecting the collection's rich tapestry of textures, prints, and silhouettes, become integral parts of this theatrical production. We see the signature Gucci elements – the bold logos, the vintage-inspired details, the unexpected pairings of textures and colors – all contributing to a cohesive yet wildly diverse aesthetic.
The music, equally important, is meticulously chosen to enhance the atmosphere. It's not simply background noise; it's an active participant in the narrative, setting the mood and underscoring the emotional weight of each scene. The overall effect is one of controlled chaos, a deliberate departure from the more streamlined and predictable aesthetic of previous Gucci campaigns. The Fall/Winter 2017 campaign was not simply about selling clothes; it was about conveying a feeling, a mood, a specific perspective on contemporary life. It was about creating a world that resonated with the brand's new identity and, crucially, with its target audience.
Gucci and Beyond: The Fall Winter 2017 Campaign:
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