Credit: Gucci / Glen Luchford

Gucci  has truly outdone itself this time.

Despite its move into the millennial market, the Gucci influence couldn’t be father from 2019. Last year, Alessandro Michele thrust the Italian fashion house into the ’70s as it drew influence from the likes of Dapper Dan. Now, its most recent campaign has dipped – or rather catapulted – into the opulent and extravagant world of 1950s Hollywood glamour.

Setting the stage for Spring/Summer 2019, Michele along with Art Director Christopher Simmonds and legendary photographer Glen Luchford dived into the archives, for scenes drawn from iconic musicals. From Cover Girl (1944) to An American Paris (1951) and Singin’ in the Rain (1952), a large and diverse cast of models fronted the campaign, interpreting choreographed dance and glitzy scenes adorned in luxurious threads.

Credit: Gucci / Glen Luchford

Blending seamlessly and effortlessly into its background, key looks from the collections include elegant suiting and flashy ensembles. Intricate prints and soft colour clashing added the “Gucci effect”, while modern day sneakers and bags clad in jewels and the interlocking G logo finished off the looks.

Steering away from go-to green screens and paper backgrounds, the campaigns theatrical element came from stages, sets and range of unique performers. The brand even want as far as to commission the use of actors for a series of fake #GucciShowtime interviews, check them out here. Additionally, a theatrical video accompanied the advertising campaign.

Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographer/Director: Glen Luchford
Hair Stylist: Paul Hanlon
Makeup Artist: Isamaya Ffrench

AN AMERICAN IN PARIS: TM & © Turner Entertainment Co. (s19)
SINGIN’ IN THE RAIN: TM & © Turner Entertainment Co. (s19)
THE BAND WAGON: TM & © Turner Entertainment Co. (s19)
GENTLEMEN PREFER BLONDES © 2019 Twentieth Century Fox Film Corporation.
THERE’S NO BUSINESS LIKE SHOW BUSINESS © 2019 Twentieth Century Fox Film Corporation.
COVER GIRL © 2019 Columbia Pictures Industries, Inc. All Rights Reserved.

“THERE’S NO BUSINESS LIKE SHOW BUSINESS” by Irvin Berlin © Berlin Irving Music Corp.
Courtesy of Twentieth Century Fox Film Corporation