Gucci is a cult-favourite among the style-hungry. With pieces that surprise in all aspects – aesthetics, androgyny and challenging conventions – the Italian label has unceasingly made headlines with its singular take on the future of fashion. The latest release is no less of drama and theatrics, and we are loving Alessandro Michele’s vision in the brand’s most recent campaign for the Pre-Fall 2019 collection.

The mega-production has an enchanting visual narrative where patterned coats and blazers, dramatic tracksuits and slim-fitted shirts and overalls are weaved into a narrative. This refreshing new project is a mix of music, dance, sports and love, featuring a bohemian crew that includes surfers, bodybuilders and rollerbladers.

Making a special appearance in the campaign video and lookbook is Brooklyn-based punk band, Surfbort. The visual impact of this unconventional, spritely group juxtaposed against the backdrop of the solemn, ancient ruins of the Temple of Hera is strikingly vivid.

Gucci Pre-Fall 2019 campaign is shot in 7th century BC Selinunte Archaeological Park in Sicily, a UNESCO Heritage Site.

Michele picked the surroundings of 7th century BC Selinunte Archaeological Park in Sicily — a UNESCO World Heritage site — to create a tableau depicting freedom and expression and a break from gender constructs.

“In this historic Ancient Greek site in Sicily, friends and lovers meet to discuss philosophical and political issues, read poems, play music and sport, and dance together. The characters are drawn from the counter-cultural groups typically seen on Venice Beach in California,” said the Florentine brand, announcing its new campaign on social media. This modern-day symposium has been shot by British photographer Glen Luchford under the art direction of Christopher Simmonds, a key figure behind the storied fashion house’s much-talked-about new campaigns brimming with dichotomies.

The tailoring is smart and sharp in this opulent collection. Slim-fitted suits and blazers are reminiscent of the 1980s era with peaked lapels, flared trousers and an inevitable presence of tweed. Additionally, Gucci breaks the gender barrier in its latest campaign by dressing the men in skirts and knee-length socks and pairing blazers over long tunics.

The collection also has plenty of flamboyant kaftans in rich brocades smattered in embroidery. Of course, the Gucci emblem is omnipresent — on socks, jackets and everything else. The maxi blazer, sequin dresses and graphic prints are styled and accessorised to perfection with handbags and shoes to add to the vibrancy.

Each look is accessorised and complemented with various fashion staples bearing the ‘Gucci’ emblem.

Since Michele was appointed creative director at Gucci in 2015, the Italian luxury brand has been greatly inspired by places and voyage. After successfully showcasing their 2016 collection at Dia Art Foundation in New York City, the 98-year-old brand made an appearance at the cloisters of London’s Westminster Abbey in 2017, and then at the Palatine Gallery in Florence’s Palazzo Pitti in 2018.

This year, Gucci joined the list of luxury brands committed to sustaining and promoting cultural heritage sites around the world by hosting its Cruise collection in Alyscamps, a Roman burial ground in Arles and a UNESCO World Heritage Site. The current campaign by Michele is another step in the same direction.

While the sheer size of the Gucci Pre-Fall 2019 collection is daunting, there’s much to love. Scan through the entire collection on the brand’s website and download the Gucci App to try the digital photo booth and to access exclusive, unseen images and video clips from the shoot. The app will also unlock more about the campaign story when near a store in select cities – you don’t have to wait until the collection arrives to experience the new collection.

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