Gucci SS 16

Gucci Spring/Summer 2016 Advertising Campaign


Following on from the fall/winter 2015-16 campaign, where Gucci began its journey on the streets of Los Angeles, the house now travels to Europe, to Berlin. This pattern, in which each season transports us to a different city, creates a dialogue between the campaigns and a continuous narrative threading through each new collection. Taking inspiration from the visual language and aesthetic of German ‘80s pop culture, the story for spring/summer 2016 takes place in Berlin.

The urban setting of this artistic and brutalist city – from rooftops to warehouse clubs – provides a raw backdrop to a carefree and hedonistic tale. There was a decadence to the spirit of this period that Gucci has echoed in its clothing and accessories for the season, and this romance contrasts intriguingly with the settings of the pictures – an interior of a public toilet or nightclub bathroom, for example. Here, we glimpse girls in a powder room, together, mirrors creating dynamic and bold effects, the use of reflection suggesting a feeling of after-dark intimacy, while the interaction between the protagonists suggests a strong, unheard script. There is a dreamy, surreal atmosphere at play too, epitomized by a shot of a model on a skateboard holding a peacock.

Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographer and Director: Glen Luchford
Stylist: Jane How
Hair: Paul Hanlon
Make up: Yadim
Models: Polina Oganicheva, Peyton Knight,Elizabeth Moore, Nicole Atieno, Mia Gruenwald, Anka Kurydina, Viola Podkopaeva,Jacob Hugo Goldhoorn, Timothy Dibble, ArnisCievala and Anton Tofgart