Gucci Gets Their House Party on for Cruise 2016
By Kenneth Richard | The Impressionist
Gucci’s Creative Director Alessandro Michele understands the importance of unwavering consistency in projecting a brand vision. Along with artistic director Christopher Simmonds of Simmonds ltd, the duo has skillfully steered the Italian design house into uncharted waters filled with optimism, romanticism, asexualism and a dash of Wes Andersonism.
In their latest collaboration for Cruise 2016, the pair once again partnered with lensman Glen Luchford to add golden hues to a house party video. The film is fairly straightforward, with young (as in very) party guests dancing at a villa doing everything from the chicken dance to the shake. Ironically, the dance track title is “She’s Lost Control” by Alive She Died. Ironic in that she didn’t lose control. While we respect and like the new direction, we’ve also always enjoyed the sexual element long associated with the house. Or, in other words, the loss of control.
For now we understand the house needs to control itself before venturing forth. Not that we are looking for the Project X of house parties, but we always love our Gucci set in a house that also has bedrooms.
Designer | Alessandro Michele
Agency | Simmonds ltd.
Creative Director | Christopher Simmonds
Photographer/Director | Glen Luchford
Models | Allie Barrett, Julita Formella, Kadri Vahersalu, Laurie Harding, Madison Stubbington, Nick Shaw, Rhiannon McConnell, Taavi Mand, Tami Williams
Music | “She’s Lost Control” by Alive She Died