In 2017, Gucci launched a highly memorable and visually striking advertising campaign for its Fall/Winter collection, making a significant impact not only on runways and fashion magazines but also in unexpected locations like Amsterdam's Schiphol Airport. This campaign, shot by renowned photographer Glen Luchford, was a bold departure from traditional fashion advertising, embracing surrealism, humor, and a distinctly "out-of-this-world" aesthetic. The campaign, often summarized as "Gucci and Beyond," redefined the brand's image, solidifying its position at the forefront of contemporary fashion. This article will delve into the specifics of the Gucci Fall Winter 2017 campaign, its impact, and its unique presence at Schiphol Airport.
The Gucci Fall Winter 2017 Advertising Campaign: A Journey Beyond the Expected
The Fall Winter 2017 campaign was more than just a collection of images; it was a narrative. Luchford’s lens captured a cast of eclectic characters engaged in a series of seemingly unrelated yet strangely cohesive scenes. The campaign’s imagery transcended the typical polished perfection of high-fashion advertising. Instead, it embraced a sense of playful chaos, featuring quirky details, unexpected juxtapositions, and a strong sense of narrative ambiguity. This approach resonated deeply with a younger generation, who appreciated the campaign's irreverent and unconventional nature.
Central to the campaign was the theme of "Gucci and Beyond," a phrase that perfectly encapsulates its essence. It wasn't merely about showcasing the clothes; it was about creating a world, a universe, where Gucci's aesthetic could flourish in unexpected and fantastical ways. The campaign's visuals suggested a journey, a voyage into a realm that blurred the lines between reality and fantasy, reflecting the brand's evolving identity under Alessandro Michele's creative direction.
The color palette was rich and vibrant, featuring bold jewel tones, contrasting with softer pastels and earthy neutrals. The overall aesthetic was a masterful blend of vintage influences, retro styles, and futuristic elements, creating a unique visual language that was both nostalgic and forward-thinking. This eclectic mix perfectly mirrored the collection itself, which blended classic Gucci elements with unexpected modern twists.
Gucci and Beyond: The Fall Winter 2017 Campaign's Impact
The "Gucci and Beyond" campaign was a significant turning point for the brand. It marked a departure from the more streamlined, minimalist aesthetic that had previously dominated the luxury fashion landscape. Instead, it embraced maximalism, layering textures, patterns, and colors to create a visually captivating experience. This bold approach resonated with consumers, generating significant buzz and media attention.
The campaign’s success can be attributed to several factors:
* Glen Luchford's Vision: Luchford's unique photographic style, characterized by its surreal and whimsical quality, perfectly captured the spirit of the collection and the brand's new direction. His ability to create visually arresting images that told a story, rather than simply showcasing products, was crucial to the campaign's success.
* The Eclectic Cast: The campaign featured a diverse range of models, actors, and musicians, further emphasizing the brand's inclusive and eclectic approach. This departure from the traditional, homogenous casting of fashion campaigns contributed to its wider appeal.
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