EARLIER this year, Glass reported Gucci’s House Creative Director Alessandro Michele’s new direction towards the unification of fashion and art.
Still photo from Hyo Joo’s video – Courtesy of Gucci
So it comes with little surprise that, in line with his fashion aspirations and for his Fall/Winter 2016 collection, Michele goes forward his digital strategy in order to promote a modernised Ace sneaker – a Gucci classic with its red and green stripes.
Still shot from Marlon Rueberg’s video – Courtesy of Gucci
Working with international artists once again, each of them were commissioned to explore the brand’s identity through conceptual camerawork. In every aspect of their work, each artist endeavours to bring the sneakers to life, whether it is on a skateboard or in a Bollywood-like scenario. In total, 19 videos were produced.
Still photo from Sue De Beer’s video. Courtesy of Gucci
Throughout today, from Japan to America – the Ace campaign will reach its digital culmination when all the featured artists will be taking over the House’s Snapchat an hour each to disclose the how’s and why’s behind their collaboration.
Still shot from Ward Roberts’ video. Courtesy of Gucci
And if some might recall a bit of an Andersonian/Lynchian cinematic touch (See Ward Roberts’ playground and Sue De Beer’s Alice in Wonderland inspired video), Michele never ceases to court originality and proves he is perpetually looking to reinvent the Italian brand’s heritage in an effort to implement his singular and very much acclaimed creative vision to great effect.
by Salomé Baudino
Watch the videos here