In February for the occasion of Milan Fashion Week, Gucci displayed a spectacular display of garish headwear and era-style looks. It garnered attention for its kitsch masks and ’50s glamour and as the season changes, the Fall/Winter 2019 collection has come to fruition. Taking inspiration from the world of designers and their muses – an ode to the luxury industry – Creative Director Alessandro Michele has translated his eccentric outlook into a campaign that pays homage to the fashion circuit, aptly titled ‘Prêt-À-Porter.
Drawing style cues from the ’50s onwards to the ’80s, the glamour and riches of the fashion industry have been presented in hyperbolic proportions; its first example, a series of murals. Found across buildings in the world’s most famous cities, the Italian house have regressed its campaigning into a vintage pastime complementing the collection inspiration. It’s ironic as old-school advertising has seen a resurgence back into the trending market. Replicating in-studio imagery, Gucci pulls looks from women donned in the collection’s most recognisable accessories – spiked masks and chokers – and men in oversized ’80s tailoring to hero the new arrivals.
The installation can be found in Lafayette Street in Soho, Manhattan, in Mi-lan’s Largo la Foppa (in the district of Corso Garibaldi), near Brick Lane in East London (The Old Truman Brewery Courtyard), in Mexico City’s Avenida de Michoacan (in the Condesa area), in Shanghai’s Fengsheng Li, Jingan district, in Hong Kong’s D’Aguilar Street, Lan Kwai Fong; and in Yongkang Street, Da’an District, Taipei.
The narrative continues in video and print campaigning where Michele whimsically constructs a series of imaginary scenarios where models candidly yet extravagantly perform mundane, everyday tasks such as walking down the street and read the magazines in which they feature within. Elsewhere, the imagery also depicts the passion and craftsmanship that is invested in such fashion house.
You can shop the new collection via gucci.com