By Danielle D’Onofrio | Impressionist

Gucci has seen some dramatic changes of late, including the departure of former creative director, Frieda Giannini, and the announcement of the new creative director, Alessandro Michele. Michele was asked to hit the ground running, reworking the men’s 2015 collection at the last minute and then moving on quickly to present his first women’s collection shortly after. The Wes Anderson meets gender-bender collection received mixed reviews but showed promise of a creative director willing to take risks.

For the pre-fall 2015, Gucci has once again called upon Michele to put his touch on a project he didn’t initiate as the collection was designed by Giannini; however, the look speaks volumes about Michele and his idea of a new Gucci girl. Under Michele’s leadership, Gucci is repositioning itself from the overtly sexy attitude Gucci has become known for under Tom Ford’s reign, to a subtler and quirky take on sensuality. But have no fear that the house will shy away from its provocative past, as Michele has kept the most central element of Gucci’s heritage, the ‘loveseat.’

gucci ads.001Gucci’s ultimate aphrodisiac, the ‘loveseat,’ played a prominent role in the Tom Ford’s fall 1996 campaign as models Georgina Grenville and Ludovico Benazzo exchanged lustful gazes. Fast forward to pre-fall 2015 and Michele, along with art director Christopher Simmonds, keep the heritage alive as models Alexandra Elizabeth Ljadov and Julia Hafstrom longingly look at a faceless model while lounging on . . . the loveseat.

But outside of Michele’s new direction for the house, we find ourselves left wondering if Gucci hasn’t been trying to tell us something all along. That the house of Gucci starts in the house, and we need to buy some new furniture!


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Agency | Simmonds ltd.
Art Direction | Christopher Simmonds
Photographer |  Glen Luchford
Models | Alexandra Elizabeth Ljadov and Julia Hafstrom
Stylist | Joe McKenna
Hair | Paul Hanlon
Make-up | Yadim Carranza

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