Review of Gucci Spring 2022 Monogram Ad Campaign by Director and Photographer Max Siedentopf
Gucci steps into a world of monogram with a new Spring 2022 campaign by director and photographer Max Siedentopf.
The campaign highlights Gucci creative director Alessandro Michele’s revival of the house’s archival blue coloration from the 70’s for a monogram that adorns the bags and shoes of his spring collection, Gucci Love Parade.
The campaign imagery creates a world that is flooded with this new-old Gucci monogram and populated by the Love Parade’s cadre of eclectically stylish heroes and anti-heroes. From nail polish, wall paper, and kitchen appliances to furniture, an old-school convertible, and of course bags and shoes, everywhere we look in this luxuriant world is bedecked with Gucci blue.
Even the soundtrack for the short film features an appropriate musical selection, New Order’s classic “Blue Monday,” which, in addition to its obvious chromatic reference, deepens the sense of vintage cool.
A triumphant and appropriately lavish way to celebrate the rebirth of a signature icon, the campaign reminds us that it’s Gucci’s world, and we’re just living in it.
Creative Director | Alessandro Michele
Art Director | Max Siedentopf
Photographer & Director | Max Siedentopf
Hair | Andrea Martinelli
Makeup | Fara Homidi