Alexander Mcqueen Collaborates with 12 Artists for "Process" Ad Campaign

Gucci

'The Awakening' 2022 Ad Campaign

Review of Gucci Bloom ‘The Awakening’ 2022 Ad Campaign by Creative Director Alessandro Michele with Photographer Annie Lai and Director Yumna Al-Arashi with Talent Jodie Turner-Smith

Gucci celebrates motherhood and meaning with a new campaign for its Bloom fragrance starring Jodie Turner-Smith. The campaign features film direction by Yumna Al-Arashi, photography by Annie Lai, and styling by Francesca Cefis.

The campaign marks the second chapter of “The Awakening,” a series created by Gucci in partnership with Vogue to celebrate its Bloom fragrance and the inspiring women who wear it. The first chapter starred Florence Welch of Florence + the Machine.

The new chapter follows Turner-Smith through a lush, dreamlike gardenscape as she reflects on her experience with becoming a mother. She explains how she sees the world and her place in it with new, more perceptive eyes, an uplifting emotional lesson that harmonizes with Al-Arashi’s subtle and intimate attention to detail.

Lai’s accompanying still portraiture creates a similar feeling of intimacy and blissfulness while revealing further aspects of Turner-Smith’s personality.

Emotional and quietly powerful, the campaign reveals a more intimate, real side of Gucci that we don’t often get to see, while maintaining a distinct sense of beauty and style that could come from no one else.

Gucci Creative Director | Alessandro Michele
Photographer | Annie Lai
Director | Yumna Al-Arashi
Talent | Jodie Turner-Smith
Stylist | Francesca Cefis
Hair | Marcia Lee
Makeup | Sheika Daley
Set Designer | Ines Marty Monzon