GUCCI gathers the gang in  SIMMOND LTD’s latest Pre-Fall campaign for the house


Alessandro Michele is taking a page from fellow Kering alumni, Hedi Slimane, to bang the consistency of message with their latest Pre-fall campaign art directed by Christopher Simmonds.

The campaign continues the saga for the Gucci gang.  After leaving the nest and partying in Berlin for their Spring 2016 campaign, the flock returns home to a scene more reminiscent of the Cruise 2016 house party video.

Once again the eclectic group are very in tune with the brand’s established voice and aesthetic blending Wes Andersonism with Grey Gardens. This time the cast is set against a well worn patio atrium with dissolved stakes of book and a group of flamingos to party with. The work has literally transition from fashion imagery to art with the characters vaguely aware of each other and their surroundings, almost as if set in a painting.

The idea of fashion and artist isn’t new. After all, birds of a feather.

Agency | Simmonds ltd.
Creative Director | Christopher Simmonds
Photographer | Glen Luchford
Models | Anton Toftgard, Eva Minaeva, Fionnan Byrne-Perkins, Laura Hagested, Lia Pavlova, Lucas Dambros, Nicole Atieno, Polina Oganicheva