The new images of the Gucci FW19 campaign shot by Glen Luchford, refer to an extravagant but nostalgic fashion of a past time.
If there is one thing that Gucci always offers with its campaigns, it is the magic of transporting you elsewhere, whether it is at the time of Noah’s Ark or towards an alien future. This time, however, nostalgia reigns supreme and the shots of the Gucci FW19 campaign celebrate a not too distant kind of fashion by referring to a time span ranging from the 50s to the 80s.
Photographed by Glen Luchford, the new campaign dates back to the era of the real Prêt-À-Porter and to all the characters at that time. With giant hairstyles and dresses reminding the past (all Gucci, of course), the narration mainly follows a Gucci’s fashion show imagined precisely in that epoch.
But that’s not all. The campaign offers also other settings like the contextualization of fashion in a metropolitan life scenario of the time and samples of fashion magazines covers, as they were in the past.
The accompanying video, on the other hand, shows the frenzy and chaos in the backstage and the fashion show itself, while the editors challenge each other on the catwalk.
So why do we like it so much ??
Because this was the real fashion. The one where the show took place in the ateliers and the presence was reserved only for the experts (the serious ones). But above all because the charm and the magic of waiting still existed.
Who knows if this campaign is not a small starting point for a back to the origins …
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