Wonderland.

GUCCI SS16 CAMPAIGN

Gucci bring their trademark flamboyance to Berlin for a typically eccentric SS16 Campaign.

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For SS16, Gucci continues their boho-romantic journey around the world, heading this time to Berlin for their campaign – having previously shot their AW15 images on the sun-washed, glitzy avenues of Los Angeles. Although we usually associate Alessandro Michele-era Gucci with a bookish poeticisim that is distinctly 1970s in its influence, the brand’s story for SS16 takes inspiration from “the visual language and aesthetic of German ’80s pop culture”.

The raw, underground spaces of Berlin (subways, rooftops and toilets) make for a fine counterpoint to the flamboyant glamour of Michele’s designs – which include new Gucci favourites like boldly printed suits with flared trousers and frilled collar shirts as well as oversized sepia tinted sunglasses (just what you need to fully enjoy all this well orchestrated nostalgia). The campaign is also heavy on the sort of luxurious eccentricity we’ve come to expect from the brand: a skateboarder in lace shorts holding a peacock being the most playfully absurd shot of all. Wonderfully weird business as usual for Gucci, then.

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GUCCI SS16 CAMPAIGN

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