Retro Bookworms Run Rampant Through Berlin in Gucci’s SS ’16 Campaign

Photography Glen Luchford

Gucci, once marked by Frida Giannini’s glamorous interpretation of luxury, has undergone an eccentric renaissance with the help of new creative director Alessandro Michele. For SS ’16, the newcomer’s aesthetic approach was one that looked to the past, introducing a retro lineup of tailored bookworms from decades past.

Giannini’s full-blown lamé gowns were slimmed down to subtle golden details on floral appliques; Michele’s take on drama was seen in his bold collision of patterned fabrics and previously passé, oversized eyeglasses were asserted as the season’s must-have accessory. There’s a delicacy and rebelliousness to Michele’s work thus far—one that was much needed to make Giannini’s stagnant Gucci feel relevant.

For its newest campaign, Gucci paired up with fashion photographer Glen Luchford, who rallied a troupe of models to shoot in Berlin. The photo series oozes with captivating energy, as Michele’s colorful looks are juxtaposed against the city’s urban landscape. In one shot, we see a model carrying a peacock, while skateboarding, and in another we see bowl cut purveyor Peyton Knight waiting for the city bus and checking up on her manicure. See the full campaign, below:








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