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Each collection that Alessandro Michele designs for Gucci is always full of references, and so are its campaigns: from sci-fi movies of the ‘50s to digitally-drawn surreal landscapes depicting Ophelia and fashionable mermaids, the Italian creative director surprises us every time. For the Pre-Fall 2018, his imagination has gone to some of the darkest places we could imagine: the locations of several films by Dario Argento.

The director of cult movies like Suspiria and Tenebrae has a great aesthetic sense and has always portrayed marvellous interiors that reminded us why everyone loves Italy and its beauty. In Gucci’s campaign, we can recognize the Quartire Coppedè – from Inferno and L’Ucello dalla Piume di Cristallo –, the Ospedale Odontoiatrico George Eastman – from Inferno –, as well as the Hotel Mediterraneo and the Casina delle Civette. And despite being somehow creepy, we would volunteer in being the character who goes exploring by him or herself if what we had to found at the end of the dark aisle is a shiny, brand new look by Gucci. Call us fashion victims if you want.

Arnau Salvadó
Peter Schlesinger, Courtesy of Gucci

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