Gucci Pre-Fall 2018 by Glen Luchford

Discussion in 'Ad Campaigns' started by June, Feb 14, 2018.

  1. June

    June Well-Known Member

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    Gucci Dans Les Rues
    Creative Director: Christopher Simmonds
    Photographer/Director: Glen Luchford
    Hair: Paul Hanlon
    Makeup: Yadim Carranza
    Music: “Crispy Bacon” – Laurent Garnier
    Composer: Laurent Garnier


    [​IMG]
    [​IMG]
    theimpression

     
  2. simon

    simon Well-Known Member

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    I'm in love :heart:
     
  3. Luxx

    Luxx oh me, oh my

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    There is something very cynical and dire about this.
     
    #3 Luxx, Feb 14, 2018
    Last edited by moderator : Feb 14, 2018
  4. TREVOFASHIONISTO

    TREVOFASHIONISTO Active Member

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    I mean who has been able to top them as far as advertising goes as of late. So good
     
  5. Steddycam91

    Steddycam91 Member

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    All of these young people dressed up in expensive consumer goods protesting...something. How very chic.

    Whenever a fashion house uses "activism" as some sort of inspiration to promote their brand, I can't help but reject it on sight and on principle. Have we learned nothing from the Chanel S/S 2015 catwalk show? Stay in your lane, Gucci.
     
    #5 Steddycam91, Feb 14, 2018
    Last edited by moderator neilbrigeman: Feb 14, 2018
  6. tjasmine

    tjasmine Member

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    Agreed. :rolleyes: No thanks.
     
  7. StoneSkipper

    StoneSkipper Well-Known Member

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    Yeah, I absolutely agree. I mean, if they were actually protesting about something going on in the world... but fashion seems fixated on the idea of protesting, and protesting without something to protest about is just... empty and tone-deaf. If you can't have the courage to actually take a stand and lampshade wha luxury fashion actually means in the grand scheme of things, why even try?
     
  8. Benn98

    Benn98 Well-Known Member

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    Luchford is back in top form! :heart:
    The two shots look promising, and for once I'm in agreement that they should be in b&w. The video is much more impactful and very cinematic. Love the blonde dashing past the crowds in that blue jacket and red shots. Another winner for Gucci, and it's only their pre-fall collection!

    This campaign is obviously based on the student protests of 1968 by the looks of it. Stack it next to Karl's bourgeoisie runway presentation which looked very stiff and forced, and Moschino x Meisel's FW 16/17 'fasshunn' anarchy laced with ANTM glamour and it's oh-so-strategic fierce pouts and poses, and it comes up smiling. It's not just storytelling, the grittiness and Luchford's masterful cinematic qualities captures not only that zeitgeist perfectly, but also ours.

    Gucci is giving us what we should be getting from magazines such as VI. Commentary, but translated by professionals.
     
    #8 Benn98, Feb 14, 2018
    Last edited by moderator Brandi06dance: Feb 14, 2018
  9. simon

    simon Well-Known Member

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    Exactly. 3 snaps in a circle. :heart:
     
  10. tigerrouge

    tigerrouge don't look down

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    The only thing Gucci does for me is make me wonder what's going to happen to the Chanel brand when Karl is gone.
     
  11. russianelf

    russianelf Active Member

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    A fashionable protest? Groundbreaking.
     
  12. Scotty

    Scotty Well-Known Member

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    The people in this ad seem so insufferable to me.
     
  13. Nomar

    Nomar Well-Known Member

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    Compared to their other campaigns (which are fantastic) this one is okay however I think Gucci is a brand that really needs colour in their advertising. The clothes are meant to be fun and exciting but these black and white images are doing them no justice at all.
     
  14. fashionlover2001

    fashionlover2001 Active Member

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    ^This.
    I'm just not blown away by these Ads.
     
  15. Marc10

    Marc10 Moderator

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    From pure face value, the pictures are gorgeous. The black & white actually added a cinematic and documentary-like glow to them. But like others have said... I simply cannot accept fashion using very serious and real things like political protests as a "theme" for something as trivial as an ad campaign for expensive clothes. It's beyond tone deaf and stupid, especially in this day and age.
     
  16. Luxx

    Luxx oh me, oh my

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    Thank you. It is so cynical and misses the point of what people were protesting about. No one was or is marching in the streets for the right to wear a gaudy thousand dollar embroidered bomber jacket. It's completely tone deaf.
     
  17. Benn98

    Benn98 Well-Known Member

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    If fashion can no longer pay tribute to an art form because they made the 'criminal' mistake of dressing a commoner (model!) in pointe shoes, can no longer glorify an ethnic group or subculture because it's insensitive, or can no longer reference a social movement because it's apparently disingenuous, what will be left? How will it survive?
     
  18. Luxx

    Luxx oh me, oh my

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    Fashion can (and does) do whatever it wants, but people get also get to state their opinions about those choices which everyone has done here very respectfully. Gucci didn't create this in a vacuum, I'm sure they can handle a couple of very measured critiques.
     
    #18 Luxx, Feb 15, 2018
    Last edited by moderator : Feb 15, 2018
  19. Marc10

    Marc10 Moderator

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    Why are those things vital to fashion anyway? I'm pretty fashion can survive (and has survived) by not using tribal people as props, meaningful cultures as style and social protests as theme. If not then we really need to pause and rethink the point of this whole thing.
     
  20. fashionlover2001

    fashionlover2001 Active Member

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    ^Exactly!!!
     

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