All Photos Courtesy of Gucci by Glen Luchford
It’s among the ruins of the temples of the Selinunte Archaeological Park in Sicily that Gucci’s Pre-Fall 2019 advertising campaign takes place, as the Italian House heads to the 7th century BC site to channel the spirit of the classical symposium.
Alessandro Michele, who’s always had a thing or two for the antique worlds, reimagined the site with a contemporary tableau featuring a slew of eclectic bohemians. The ancient Greek city featuring nine temples on an acropolis was reimagined as a mythical place suspended in time, where differences coexist harmoniously. And so, just like ancient times would have it, Gucci’s modern-day version of a symposium becomes the place where friends and lovers meet to discuss philosophical and political issues, read poems, play music and sport, and dance together.
The Maison, which has always been a melting pot of cultural juxtaposition, gathers hence cross-cultural groups, from hardcore punks to roller-bladers, bodybuilders and surfers – all of whom are typically spotted on Venice Beach in California – and places them in a much-needed historical background. The contemporary diversity captured at the heart of a classical civilization paints an exceptional and eclectic image , true to Gucci’s core values.
The dialogue with the old worlds comes to life in the Gucci App as well, where users can place themselves in the setting of the advertising campaign on screen within a digital photo booth. But that’s not all, as the App will also contain exclusive, never before seen behind-the-scenes images and video clips from the shoot, alongside a special story about the campaign that the users can unlock when they’re near a Gucci store.
