'Camp' Explained In Gucci's Pre-Fall 2019 Ad Campaign In Advance Of May 6 Met Gala + Art Exhibit

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Camp Explained In Gucci's Pre-Fall 2019 Ad Campaign In Advance Of May 6 Met Gala + Art Exhibit

Photographer Glen Luchford shoots Gucci’s pre-fall 2019 ad campaign, continuing with the brand’s wildly successful camp approach to fashion under creative director Alessandro Michele. Jonathan Kaye styles models Delphi Mcnicol, Dwight Hoogendijk, Emmanuel Adjaye, Matïss Rucko, Matthew Petersen, Paul Hendrik Piho, Unia Pakhomova, Walter Pearce, and William Valente against the backdrop of old-world Italian traditions.

In advance of the Gucci-sponsored May 6 Met Gala in New York, Alessandro Michele has explained that ‘Camp: Notes on Fashion’, open to the public May 9 through September 8, 2019, is inspired by Susan Sontag’s seminal 1964 essay ‘Notes on Camp’. Sontag’s essay “perfectly expresses what camp truly means to me: the unique ability of combining high art and pop culture.”

Glen Luchford Flashes Old Hollywood Glamour + High Spirits For Gucci Spring Summer 2019 Campaign

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Glen Luchford Flashes Old Hollywood Glamour + High Spirits For Gucci Spring Summer 2019 Campaign

Glen Luchford captures Gucci’s latest Spring Summer 2019 campaign, channeling the early days of celebrity culture and the golden age of the Hollywood musical.

In imagery that recalls the technicolour, on-screen theatricality of the song and dance numbers made famous by talented performers, this campaign delivers maximum glitz and glamour. Colourful sets with grand stages and staircases alternate with more surreal dream sequence backdrops. The mood is playful, knowing and evokes the joyful outlook of the famous musical films of the 40s and 50s. In another set of photographs, Gucci mimics the highly stylised black and white publicity stills created by the studios at the time to promote their stars as perfect role models. A variety of characters from Gucci’s musical are given the silver screen treatment and shot in black and white with dramatic lighting in the style of the many famous movie star portraits in the 30s and 40s. Like those of the period, these pictures exude cool, elegant glamour. – from Gucci

Alessandro Michele and Glen Luchford Recreate Noah's Ark For Gucci Cruise 2019 Campaign

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Gucci’s creative director Alessandro Michele is joined by long-time collaborator Glen Luchford in a trip back to biblical times for the #Guccigothic Cruise 2019 campaign. The Gucci-wearing community lives Amish style on the land, sharing the natural landscape in harmony with animals. Domesticated farm animals live with tigers, elephants and deer, as humans buld the giant ark for the Biblical flood coming soon.

The Gucci team actually built an art for this epic campaign, with art direction by Christopher Simmonds. The campaign video is totally masterful and creates major context around the still images.

Glen Luchford Eyes Gucci's Fall/Winter 2017 Campaign As Intergalactic Sci-Fi Fantasy

Glen Luchford Eyes Gucci's Fall/Winter 2017 Campaign As Intergalactic Sci-Fi Fantasy

On Tuesday, after a long tease of its upcoming Glen-Luchford-shot Fall 2017 campaign, humanoids, aliens, robots and earthlings came together. Gucci unveiled the short film #gucciandbeyond, a montage rich in 'Star Trek' references and “motifs from sci-fi of the 50s and 60s,” according to the description on Instagram. Gucci’s latest menswear and womenswear collections reinforce fall's fashion message. W Magazine writes:

The campaign pushes Gucci’s Fall 2017 collection farther into space than even its runway managed. Alessandro Michele showed his massive, co-ed presentation in a neon-lit plexiglass tunnel, soundtracked by Jóhann Jóhansson’s “The Rocket Builder,” a song that also featured prominently in the Netflix science fiction series The OA. In the Glen Luchford and Christopher Simmonds-devised video, Michele’s futuristic vision finally gets the set pieces it deserves. And, it turns out, aliens wear Gucci pretty well.