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Gucci brings countercultural inspiration to the Mediterranean for pre-fall

April 16, 2019

Gucci Pre-fall 2019 Gucci's new campaign is inspired by Ancient Greece and the countercultural movement of the 1960s. Image courtesy of Gucci


Italian fashion label Gucci is finding inspiration from very different time periods for its pre-fall 2019 campaign, which celebrates creativity, conversation and self-expression.

Set to a psychedelic soundtrack, Gucci’s latest film features groups of young people participating in activities that are not typical for the luxury label, including surfing and camping. The backdrop of ancient ruins also imbues the campaign with a sense of timelessness.

“Gucci is a living brand that really showcases the individuality of the person that wears it,” said Kimmie Smith, cofounder, creative director and stylist at Athleisure Mag. “It is meant to be worn throughout one’s lifestyle regardless of where it takes them.

“It’s a carefree brand, which is showcased throughout this film,” she said. “The film’s unique nature is the fact that it embraces a carefree lifestyle that incorporates boho aesthetic, Woodstock elements and just enjoying life no matter how randomly it comes together.”

Ms. Smith is not affiliated with Gucci, but agreed to comment as an industry expert. Gucci was reached for comment.

Gucci culture
Gucci’s pre-fall 2019 campaign is the latest joint effort between the brand's creative director Alessandro Michele and photographer/director Glen Luchford.

Although the film was shot at Sicily’s Selinunte Archaeological Park, the men and women featured in the campaign partake in activities more reminiscent of California’s Venice Beach.

Gucci’s pre-fall 2019 campaign was directed by Glen Luchford

An offbeat, irreverent tone is immediately established as Jefferson Airplane’s “White Rabbit” begins to play and golden morning sunlight shines on ocean waves.

A group of surfers leaves the Mediterranean waters and begin walking towards the seaside ruins.

Punks sporting mohawks, black leather jackets and heavy makeup are perched by the ancient walls, taking in the scenery. As the surfers arrive at the peak of the ruins, they walk by others who are camped out in tents or carrying bicycles.

At the acropolis, a large group is watching a pickup basketball game.

The crowd watching from the steps of the ruins includes more punks, while others are wearing streetwear-style sneakers and jackets. Yet another group appears to be made of artists wearing more conservative yet colorful clothing.

The camera continues to pan alongside the ruins, showing smaller gatherings of people. This includes a partially-nude couple next to a tent, a woman roller-blading and another woman stepping on a tightrope next to a kissing couple wearing Grecian-inspired togas.

Gucci Pre-Fall 2019

Gucci pre-fall 2019. Image courtesy of Gucci

Carefree spirits pose together for photos, while others dance onstage or lift weights among the ruins.

To supplement the campaign, Gucci has launched a digital photo booth so fans can place themselves among the ruins. The Gucci mobile application will also contain exclusive, behind-the-scenes footage from the shoot, including one campaign story that can only be accessed by app users who are near a Gucci store.

Gucci inspirations
Gucci and Mr. Michele similarly borrowed from another era in American popular culture for the label’s spring/summer 2019 campaign.

A vintage-inspired film recreated movie musical moments with singers and dancers dressed in Gucci. In addition to the film, Gucci also shared red carpet interviews with the models on social media to coincide with awards season.

“Gucci Showtime” was also directed by Mr. Luchford and took inspiration from films such as “An American in Paris” and “Singin’ in the Rain” (see story).

The pre-fall campaign differs, however, because it incorporates pieces that arguably more wearable and inspired by streetwear.

Gucci has been among the luxury brands to embrace the streetwear aesthetic. As the casualization of fashion becomes more mainstream, Gucci has seen its search volume grow by by 249.8 percent since 2015 (see story).

“The clothing showcased [by Gucci] amplifies how this brand is one that you could see anywhere and on anyone,” Athleisure Mag’s Ms Smith said. “It’s this ease that draws in the consumer to imagine where they would wear these items and the versatility too in the various locations that it can be worn.”