Building on Gucci’s signature fascination with the natural world, the new season story ‘Gucci Gothic’ is based around a rural community where animals and people co-exist in harmony. With a nod to the idea of a fantastical petting zoo, the creative direction captures the Gucci tribe feeding and interacting with their animal companions.
The arrival of dramatic rainfall then requires the construction of a giant wooden ark, into which the animals are led. Set afloat, the story ends with a technicolour-drenched horizon.
The tale is a familiar one, but Gucci’s young farmer-punks bring a new perspective to it. A film that accompanies the photography invites the viewer deep into a surreal, mythological world, where an agricultural landscape and the changing weather emphasise the power of nature.
A Classic Reimagined
Much like the story, classic timepieces are given a modern twist, such as the signature Gucci stripe now featuring a delicate bee motif on a mother of pearl face.
The Square G Resurgence
The resurgence of the Square G motif defines the new collection, from unisex cuffs bringing a neo-classical pattern rough-hewn in hand finished silver, to rings, necklaces and bracelets revisiting this archival design from the seventies. The single cube pendant is enriched with an intricately detailed pattern and set with a faceted crystal stone.
Explore Gucci Gothic in film and shop the collection online now.
CREATIVE DIRECTOR: Alessandro Michele
ART DIRECTOR: Christopher Simmonds
PHOTOGRAPHER/DIRECTOR: Glen Luchford
HAIR STYLIST: Paul Hanlon
MAKE-UP ARTIST: Yadim Carranza