Review of Gucci Après-Ski 2022 Ad Campaign by Art Director Christopher Simmonds with Photographer Mark Peckmezian and Film Director Akinola Davies Jr.
Gucci hits the slopes with a new campaign for its Après-Ski collection. The campaign features art direction from Christopher Simmonds, with photography by Mark Peckmezian and film direction by Akinola Davies Jr.
In typical Gucci fashion, the film follows an eclectic group of larger-than-life characters as they revel in friendship and love while this time around taking in their gorgeous alpine surroundings and getting in some great runs. Bolstered by a song choice that couldn’t be more perfect in Céline Lomez’s 1971 bop “Après Ski,” the narrative unfolds along familiar lines of uplifting holiday get-togethers while being elevated by the epic backdrop of a sweeping mountain range.
Peckmezian’s accompanying photographs give us more time to take in the fun details of a thoroughly Gucci-fied ski capsule. The collection’s retro-inflected, brightly colored character – which gets an additional boost from a sneak peak at another upcoming Gucci x Adidas drop – creates a festive pop against the earthy tones of a cozy mountain resort and the snow-white slopes.
Skiwear capsules seem de rigueur these days, and are almost as ubiquitous as holiday campaigns when the end of the year approaches. Brands thus face the challenge of standing out from the pack and putting their own recognizable spin on the classic winter sportswear aesthetic – a task for which Gucci is more than up to snuff considering the house’s consistently high-caliber entries into its dazzling dreamworld of fashion personalities.
This campaign does an expectedly excellent job of putting these personalities in a winter wonderland, shaking up the snow globe, and watching the magic unfold.
Gucci Creative Director | Alessandro Michele
Art Director | Christopher Simmonds
Photographer | Mark Peckmezian
Film Director | Akinola Davies Jr.
Hair | Shiori Takahashi
Makeup | Daniel Sallstrom
Music | “Apres Ski” performed by Celine Lomez, written by Gilles Brown and Yves Martin, and courtesy of Disques Mérite