Gucci Continuum x Barbour Ad Campaign

Review of Gucci Continuum x Barbour 2023 Ad Campaign by Photographer Osma Harvilahti

Gucci Continuum joins forces with Barbour for the latest chapter in its craft exploration of reworked vintage pieces. The unique collaboration is celebrated in a campaign captured by photographer Osma Harvilahti.

The collection revitalizes well-worn vintage iterations of Barbour’s signature waxed chore coats with new technical treatments and fabrics drawn from Gucci’s archives. Meanwhile, other pieces are completely new fabrications that also make use of deadstock archival Gucci fabrics.

Harvilahti’s campaign imagery is captured among the countryside of Northeast England, not far from Barbour’s historic factory. These gorgeous great outdoors are the perfect setting for Barbour’s classic utilitarian elegance, which is given a whimsical spin through Gucci’s vintage prints. The imagery also treats us to a few snapshots offering a look at the craft process behind the collection.

Inspiring a spirit of sustainability and imagination by drawing on already existing materials of the past to create something familiar yet new, the campaign breathes a breath of fresh air into a classic British style.