The Gucci Fall Winter 2017 advertising campaign, a vibrant tapestry woven with Alessandro Michele's signature eclecticism, wasn't just a collection of images; it was a statement. A bold declaration of individuality, a celebration of the unconventional, and a continuation of the revolutionary aesthetic Michele had injected into the storied Italian house. Launched at a time when the fashion world was still reeling from the impact of his previous seasons, FW17 solidified his position not just as a designer, but as a cultural architect, shaping a new vision of luxury that resonated deeply with a generation. This campaign, with its diverse cast, whimsical styling, and deliberate blurring of high and low culture, deserves a closer examination. Beyond the surface glamour, it offers a fascinating insight into Michele's creative process and the enduring power of his vision.
The campaign, often referred to as #gucciandbeyond, marked a significant evolution from previous seasons. While retaining the hallmarks of Michele's romantic, maximalist style – the rich velvets, the eclectic mix of prints, the abundance of embroidery – FW17 introduced a new layer of narrative complexity. This wasn't simply about showcasing the clothes; it was about telling a story, crafting a mood, and inviting the viewer into a world both familiar and fantastical. The imagery, captured by Glen Luchford, felt less like a traditional fashion shoot and more like a series of exquisitely styled stills from a surrealist film.
The Gucci and Beyond Narrative:
The tagline, "Gucci and Beyond," perfectly encapsulated the campaign's essence. It wasn't just about the Gucci brand; it was about transcending the limitations of traditional luxury, embracing individuality, and exploring the boundless possibilities of self-expression. This idea is powerfully conveyed through the campaign's diverse cast of models, each possessing a unique personality and style. Gone were the homogenized ideals of beauty; in their place stood a celebration of difference, a recognition that true luxury lies in embracing one's own unique identity.
The imagery itself contributed significantly to this "beyond" narrative. Luchford's lens captured scenes both opulent and slightly unsettling, a juxtaposition that mirrored the inherent contradictions within Michele's design philosophy. The models were often depicted in unconventional settings, blurring the lines between reality and fantasy. This deliberate ambiguity challenged the viewer to question their preconceived notions of luxury and beauty, encouraging a more critical and engaged interaction with the images.
Gucci's Animal of Choice:
Animals played a significant role in the FW17 campaign, further enhancing its surreal and whimsical atmosphere. While specific animals weren't consistently featured as central motifs across all images, their presence—be it a subtle detail or a more prominent element—added to the overall narrative. The inclusion of animals wasn't arbitrary; it reflected Michele's fascination with the natural world and his desire to infuse his designs with a sense of organic beauty. This choice aligned with the broader trend in fashion towards embracing sustainability and a more conscious approach to design. The animals, often depicted in unexpected contexts, contributed to the campaign's overall sense of playful subversion.
The Styling and the Eclectic Mix:
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