Gucci S/S 2024 by David Sims

[jeremydante]

I LOVE IT.
It returns Gucci to classic appeal, and effortless cool. No longer are we needing to look at gimmicky, quirky, oddity. Love, love, love. Bring us back to the days of sleek cool, like the good ol' days of the 90's. Love the focus on the classics, like the Jackie Bag, and the hard hitting simplicity. I am very excited about the new era of Gucci, which is really an ode to what is once was. Love it all.

 

[Bernie Flood]

As Miranda Priestly said
Groundbreaking

 

[Bernie Flood]

The new GUCCI is all over the place. And not even in a cohesive way like Michele's (and I'm a hater of AM).

Tom Ford took the Gucci DNA with him.

 

[lhhbl]

More from the campaign:

These two are the only pictures that I liked. Specially the girl's, she's at least trying to give some emotion and the hair is great.

I really don't get the rest though. Were they aiming for H&M? Nothing to elevate the collection, no chemistry between the models, no set, no nothing... just bland clothes and merchandise.

Also, the button on the neon green suit on the left is just very distracting for me and I'm still trying to understand the model in white tank top and the one on the floor poses...

Where's the connection between this, the celebrities and the Daria Werbowy campaigns? I can't see it. They're probably unsure of what they're doing and are trying to see what works and what doesn't which instantly put the brand in a "following" place instead of be the one rulling. Sad to see this and not excited for the Men's debut today. Hopefully I'll be wrong!

 

[Kimihiro]

I get that they’re trying to be more LV—with a separate direction for the “travel” or luggage campaigns, the jewelry, and the fashion ones but at this point they can’t pull it off. They just come off as insecure.

 

[Lola701]

I get that they’re trying to be more LV—with a separate direction for the “travel” or luggage campaigns, the jewelry, and the fashion ones but at this point they can’t pull it off. They just come off as insecure.

But it’s going to be difficult because Tom Ford established Gucci as a fashion brand, and more, a leading fashion brand. And during his tenure and Frida’s tenure, Gucci was doing menswear and womenswear, made to measure sartorial menswear, jewelry, fragrances, luggage while maintaining a coherent visual language. I don’t think Frida had a strong design identity but she understood the particularity of Gucci and she understood Glamour. In her last few seasons, they focused more on leather pieces and they distanced themselves from logos…

Michele relaunched the fashion machine and the logo mania. But it was accepted because it was creative.

At Vuitton, they have different creative directors for all their entities but the name Vuitton is not attached to a certain aesthetic. And also at Vuitton, every entity is strong! Ancora is just mid everywhere…

 

[WAVES]

this campaign only needed bigger names. everything else works but it falls a little flat because it’s a simple concept that for that same reason needed stronger, recognisable faces.

 

[Deleted member 141523]

Frida's Gucci is so underrated. I'm forever in love with those Anja Rubick, Karmen Pedarú and Joan Smalls ads. The hate on her aesthetic was quite unfair. What happened next I find it overrated. I hope this is a return to form. Gucci is 70s glamour, not granny/hippie/nerd clothing.

 

[Plax]

Daria's campaign was done by agency, Petronio Associates, not inhouse. I think that's why it was very different the campaigns after it.

 

[LadyJunon]

Daria's campaign was done by agency, Petronio Associates, not inhouse. I think that's why it was very different the campaigns after it.

They're the company behind Alaia's campaingns. They should've kept them long term.

 

[RaisinBoy]

Daria's campaign was done by agency, Petronio Associates, not inhouse. I think that's why it was very different the campaigns after it.

Petronio Associates, which is a Google image of Daria for Phoene Philo Celine hahhahaaha

 

[Toni Ahlgren]

it's giving H&M

No need to insult H&M.

 

[TaylorBinque]

girl. Bye.

 

[Toni Ahlgren]

Just realized, this shoot required a creative director, an art director, a fashion editor/stylist, two casting directors and a movement director. What in the world is a movement director?

 

[LadyJunon]

What in the world is a movement director?

It's a fancy word for choreographer. They tell the models how to pose, walk, etc. It's quite a new thing in fashion, because the art director would usually do that job.

 

[yslforever]

Just realized, this shoot required a creative director, an art director, a fashion editor/stylist, two casting directors and a movement director. What in the world is a movement director?

It's a fancy word for choreographer. They tell the models how to pose, walk, etc. It's quite a new thing in fashion, because the art director would usually do that job.

So they tried to compensate the lack of talent of everyone involved by adding another position ?
Sorry but in my old times Newton and Bourdin were the movement directors. They were the ones who directed the models and told them how to pause. That was the photographers' job.
There were also the casting directors btw...

 

[reesewu]

Frida's Gucci is so underrated. I'm forever in love with those Anja Rubick, Karmen Pedarú and Joan Smalls ads. The hate on her aesthetic was quite unfair. What happened next I find it overrated. I hope this is a return to form. Gucci is 70s glamour, not granny/hippie/nerd clothing.

PREACH!!! I have absolutely no shame in confessing my love for her era, particularly the early 2010s (think S/S 2010, F/W 2010, F/W 2011, and F/W 2012 - It was like she hit her peak during those fall/winter collections!). From shows to campaigns, the latter of which especially when fronted by Natasha or Raquel, they epitomize GLAMOR. Every now and then whenever I get bored at work, I would copy those icons' poses in their respective campaigns (they are actually good for stretching).

This one is so lifeless, it might as well be a campaign for a funeral service. No one would even notice if the models were to get replaced by mannequins.

 

[penny609]

Sigh... Went from Alessandro Michele's cornucopia overload to this... Would keep the first anytime. This look like an editorial from the "new" "Vogue Italia". Plain cheap, as useless as lifeless, and they needed David Sims to make this?

 

[penny609]

Frida's Gucci is so underrated. I'm forever in love with those Anja Rubick, Karmen Pedarú and Joan Smalls ads. The hate on her aesthetic was quite unfair. What happened next I find it overrated. I hope this is a return to form. Gucci is 70s glamour, not granny/hippie/nerd clothing.

@mariemaud it seems you're not the only one left with good memories from Frida's version of Gucci.

Got nothing against it as well. But my favorite remains Michele's.

 

[Deleted member 141523]

Justice for Frida, I mean it. I have some covers with her Gucci dresses and look so glamorous and gorgeous.