Gucci launches SS16 ad campaign

Developing their realigned brand identity even more significantly Italian fashion brand Gucci has unveiled their latest SS16 ad campaign. Relocating to the current cultural centre of creative freedom – Berlin, Gucci has transported its new SS16 collection to Germany’s capital city in order to thread a cutting-edge narrative through their fresh-off-the-runway collection.

GUCCI_002_0597_EXT_v10_QC_R300Gucci SS16 ad campaign

GUCCI_004_0681_EXT_v6_QC_R300Gucci SS16 ad campaign

GUCCI_010_0204_EXT_v4_QC_R300Gucci SS16 ad campaign

Taking its inspiration from the visual language and aesthetic of German pop culture during the 1980s Gucci the latest ad campaign was photographed by Glen Luchford and includes a gang of models-of-the-moment such as Peyton Knight, Elizabeth Moore and Nicole Atieno.

Pictured on rooftops and artfully designed restroom and underpass sets which recollect bygone eras the Gucci models inhabit their own stylised world.

GUCCI_011_0618_EXT_v6_QC_R300Gucci SS16 ad campaign

GUCCI_014_0102_EXT_v4_QC_R300Gucci SS16 ad campaign



Gucci SS16 ad campaign

Since taking hold of the creative director reigns at the luxury goods brand Alessandro Michele has forged a new DNA for the esteemed house whilst simultaneously tapping into its design legacy.

Following on from showcasing his first fully formed Cruise 2016 collection and also staging his first Fall 2015 campaign stateside, in Los Angeles, positioning the brand in Berlin for his latest creative move demonstrates the new direction he is making at the evolving fashion brand.

by Liam Feltham

Images courtesy of Gucci

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