Gucci‘s pre-fall 2016 ad campaign is taking a similar route to its showing for spring 2016. Back for the spring 2016 collection showing, the luxury brand featured a peacock – an unforgettably lively addition, at that – posing alongside models. For the pre-fall season, the campaign took an exotic turn, however, swapping out the peacock for a flock of flamingoes.
The brand tapped Glen Luchford as the photographer for this season’s campaign, which is the direction they went for the spring ads. With the success of the cool photoshoot, there is no question why he was yet again selected for the job. Along those lines, a couple of the same models were cast to be featured in this campaign, including Nicole Atieno and Polina Oganicheva. Other female and male models cast for the pre-fall season, however, included Anton Tofgart, Eva Minaeva, Elie Van Ravels, Fionnan Michael Byrne-Perkins, Laura Hagested, Lia Pavolova, and Lucas Dambros. The models were all styled by Jane How.
Gucci’s peacock was very relevant to the event, as many garments in the collection took inspiration from the colors of the vibrant bird, and the overall mood of the show gave nods to its free spirit. The peacock was found in the shoot being carried by the various models in a variety of action shots, even at one point on a skateboard.
From the spring showing and the new campaign photos featuring flamingoes, we can only gather that creative director Alessandro Michele has a serious thing for birds! This season, the birds were more integrated into the campaign, although were still quite the showstoppers. Models off-handedly interacted with the pink-feathered creatures, and enacted their own eccentric personalities within a glass aviary. The setting was rather tropical, and given an interesting sense of confinement and uncertainty by being placed inside a controlled room; although being a tropical aviary, it is easy to assume the appearance of the outside. The rest of the room not taken up by the models or the flamingoes was made complete by the placement of wild plants, which can be connected back to Gucci’s signature floral prints, which of course were featured on the models from the runway show.
With such a kooky showing, Michele wasn’t wanting for any wildlife motifs. If the setting and floral prints weren’t enough, he turned to insect embroideries, snake-embellished loafers, and more prints of flowers, to boot. Over the eccentricities of the posing and the outfits, everything was inherently vintage and slightly regal.
There is a lot to take from the Gucci pre-fall 2016 campaign, and every inch of the photos you see you will find something new and exciting. The flamboyant flamingoes are just as much so as the models displaying their intriguing personas. Last season the free-spirited peacock was embodied by the models, so this season was no different in taking the often eccentrically-conceived flamingoes and having the models give a chic twist to it, wearing the finest of Gucci’s latest line, of course.
You will find this ad campaign beginning on April 1 in newspapers around the world, but you’ll have to wait until May to find it in your favorite fashion magazines.
Photos courtesy of Gucci