The collection is symbolic of the iconic identity of the house as a whole but the singular looks evoke a sense of personal narrative that is unique to each individual look. The video that accompanies the campaign is also representative of artistic director Alessandro Michele’s infatuation with narrative. It shows savoir-faire process and the journey each look undergoes so one can really appreciate the odyssey that involves creating a collection.
The lo-fi vintage hue of the video combined with a smooth, nostalgic jazz track by Miles Davis speaks of Gucci’s roots as a classic house with inspiration taken from not one but multiple decades. Although having been clearly influenced by looks from the ‘50s, ‘60s, ‘70s and ‘80s, the prêt-à-porter designs are all undeniably fresh and well in tune with modernity. The short film shows snippets of the design process and backstage at a show as well as the final product, respecting the genesis of the work as well as the culmination of it. Begging the question, is fashion really skin-deep?