Gucci F/W 2022.33 by Mert Alas & Marcus Piggott

[GERGIN]

Moschino must be livid they referenced 2001: A Space Odyssey!

Loving all the images!

 

[Lola701]

Gucci campaigns have always been good. In terms of photography, composition and overall Art Direction, I can’t remember a « bad » Gucci campaign since 1995…

The thing is that when good campaigns are not supporting good collections but instead overwhelms lackluster collections, it’s hard to be excited.

That being said, the shot in the spaceship with the man holding the Gucci bag and the astronaut in the background is kinda glorious!

 

[Cocteau Stone]

The Dolce F/W 2003 campaign by Meisel, also inspired by Kubrick, comes to mind where all of the factors felt balanced (The Kubrick influence didn't overshadow the Dolce aspect, and vice versa).

This also immediately makes me think of Glen Luchford's campaign work for Prada, with those subtle inklings of Kubrick throughout the images (some more obvious than others) and not overshadowing the clothes so much. Way more cinematic and nuanced, making it feel more genuine and even believable.

Sure the production is pretty fantastic, they are inherently great images after all, but it all looks like plastic. I don't even think the majority of the models have an awareness of what it is this is all a reference to besides a quick glance over an Instagram post or probably a dossier given to them to get them in the "mood" for the "vibes". This just feels so forced.

 

[KoV]

Agree and I’m usually a sucker for cinematic references but this comes off like a first year film school project from a student who just discovered Kubrick.

In this case I don't think it's merely a cinematic inspiration, it's not a "iykyk" moment, but rather an in-your-face use of films that are immediately recognizable but somehow still are viewed by the general public (I think) as esoteric - a vibe Gucci would certainly like to emulate. Subtle isn't in Michele's vocabulary. They're deliberately choosing the most recognizable iconography from these movies and pushing it to the forefront of many of the campaign images. I think it's fun, certainly made me smile flipping through a magazine and seeing a couple of these earlier. It's not subtle, but it's effective.

 

[zacatecas570]

This is the best campaign of the season, Stanley Kubrick + Adidas + Gucci + M&M = Wonderful

 

[Bernie Flood]

Who was the stylist

 

[dodencebt]

Who was the stylist

Mel Ottenberg! He's also the person in the red space suit in some (or all?) of the shots.

 

[vogue28]

I felt as though Mert Alas & Marcus Piggott started off strong upon returning to shoot Gucci's advertising campaign. However, two seasons later and I'm now unable to appreciate M&M's efforts, unlike everyone else it seems. I'm no film buff, so the concept is completely lost on me!