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The Creative Partnership of Glen Luchford and Alessandro Michele Gucci: THE IMAGE MAKERS
The collaboration between fashion photographer Glen Luchford and recently departed Gucci Creative Director Alessandro Michele has been an instrumental force in reshaping the brand's visual identity. Together, they have created captivating campaigns that have garnered critical acclaim and transformed Gucci into a global fashion powerhouse all over again. This episode of our popular Image Makers series explores their creative partnership, highlighting their shared vision, distinctive aesthetic, and the lasting impact they have had on the fashion industry.
Shared Vision and Aesthetic:
Glen Luchford and Alessandro Michele's creative partnership at Gucci was built on a shared vision of melding nostalgia, eclecticism, and romanticism. Both artists have a deep appreciation for vintage aesthetics and draw inspiration from various eras, resulting in campaigns that seamlessly blend the past and the present. Their work often features opulent settings, vibrant colours, and an abundance of intricate details, creating a whimsical and dreamlike atmosphere.
Redefining Gucci's Visual Identity:
When Alessandro Michele took the reins as Gucci's Creative Director in 2015, he sought to revolutionise the brand's aesthetic and break away from its previous image. Glen Luchford played a crucial role in translating Michele's vision into striking visual narratives. Together, they discarded traditional fashion photography conventions and embraced a more cinematic approach, infusing storytelling elements into their campaigns.
Campaign Highlights:
1. The Debut Campaign:
Michele's debut campaign in collaboration with Luchford marked a turning point for Gucci. The campaign captured the spirit of his vision with its whimsical and vintage-inspired aesthetic. It featured a diverse cast of models, showcasing Gucci's new direction and celebrating individuality.
2. Surrealism and Romanticism:
Luchford and Michele's campaigns often exhibit elements of surrealism and romanticism. They create dreamlike narratives that transport viewers into fantastical worlds. These campaigns blend fashion with art, evoking emotions and challenging conventional beauty standards.
3. Cultural References and Social Commentary:
The creative duo frequently incorporates cultural references and social commentary into their work. From celebrating diversity and inclusivity to addressing political and environmental issues, their campaigns go beyond just selling products. They capture the zeitgeist and engage with the audience on a deeper level.
1. Gucci Spring/Summer 2016 Campaign:
- Season/Year: Spring/Summer 2016
- Concept: Glen Luchford worked with Alessandro Michele on his debut campaign as Gucci's Creative Director. The campaign featured a whimsical and eclectic aesthetic, capturing Michele's vision of a romantic and vintage-inspired Gucci.
- Models: The campaign featured a diverse cast of models, including Tessa Charlotte Bruinsma, Lia Pavlova, Aneta Pajak, and others.
2. Gucci Pre-Fall 2016 Campaign:
- Season/Year: Pre-Fall 2016
- Concept: Glen Luchford collaborated with Alessandro Michele on a campaign that continued the romantic and eclectic themes of the previous collections, with a focus on showcasing the intricate details and craftsmanship of Gucci's designs.
- Models: The campaign featured models such as Polina Oganicheva, Peyton Knight, and others.
Gucci Pre-Fall 2017 Campaign: Soul Scene – The Director’s Cut
If anyone needed one showcase to see the genius in this creative partnership you need only look at the the 2017 Prefall campaign.
Inspired by the photographs of artist Malick Sidibé, who in the 60s and 70s captured youth culture in Africa, the Pre-Fall 2017 campaign video reflected the vibrant attitude of the collection. Referencing the spirit of England's underground Northern Soul movement from the 60s and 70s, the campaign film explored the freedom of expression found in music and dance. Set in the Mildmay club in London, a colourful dancehall, photographer Glen Luchford together with artistic direction by Christopher Simmonds captured Alessandro Michele's latest collections in a dynamic and spontaneous video and images.
EDITED BY JAZMYN MURPHY
