Gucci unveiled its Spring/Summer 2016 campaign, inspired by the visual language and aesthetic of German 80’s pop culture. The images are captured by Glen Luchford in Berlin.
Creative director: Alessandro Michele
Art director: Christopher Simmonds
After surprising the fashion crowd with a geek-chic aesthetic and a flamboyant re-mix of past decades styles and visions, the Florentine brand has gone beyond the status of a critic’s darling and is now spreading a global Gucci-mania.
In order to reflect on this groundbreaking change, the new website of Gucci takes on an integrated approach to content, blending brand and product storytelling with a smart shopping experience.
Gucci Pre-Fall 2016
The core of the new Gucci online experience culminates in the editorial section The Agenda, a short-cut into Alessandro Michele’s creativity and “modus operandi”.
The Agenda is an innovative hybrid that presents in a tumbler-esque style the pieces of the collections through a kaleidoscope of inspirational mood boards, catwalk stills, behind the scenes moments, news, collaborations with up-and-coming artists and unique content.
Looking inside the completely redesigned Gucci.com. The reimagined ecommerce site blends beautiful design, rich imagery, engaging narrative, and exclusive brand content with a smart user experience. Fully responsive (optimized to fit all screen sizes), the site’s contemporary architecture—vertical scrolling, large, immersive imagery, intuitive navigation and integrated storytelling—enables users from Europe, Australia and North America to discover Gucci’s ready-to-wear and accessory collections and connect with the brand’s new creative vision. Experience the new site at http://www.gucci.com
Gucci President and CEO, Marco Bizzarri, has just announced from the stage of the 2016 New York Times International Luxury Conference that Gucci will unify its men’s and women’s seasonal fashion shows from 2017, when Creative Director Alessandro Michele will present one collection each season that combines his menswear and womenswear. The first unified show will take place at Gucci’s new Milan HQ at Via Mecenate.
Alessandro Michele said: “It seems only natural to me to present my men’s and women’s collections together. It’s the way I see the world today. It will not necessarily be an easy path and will certainly present some challenges, but I believe it will give me the chance to move towards a different kind of approach to my story telling.”
Gucci confirms that it will maintain its ‘see now, buy later’ schedule, respecting the necessities of the creative and production process in luxury fashion.
source: Fuckingyoung! & Kaltblut Magazine
