Gucci High Jewelry Spring 2021 Ad Campaign

Review of Gucci High Jewelry ‘Hortus Deliciarum’ Spring 2021 Ad Campaign by Creative Director Alessandro Michele, Art Director Christopher Simmonds
and Photographer/Director Glen Luchford with talent Jodie Turner-Smith

Jodie Turner-Smith is a queen of the universe in a new campaign for the second collection from Gucci High Jewelry. The celestial campaign was directed and photographed by Glen Luchford, with art direction from Christopher Simmonds.

Entitled “Hortus Deliciarum” (or “Garden of Delights”), the collection draws on classical motifs of the heavens and earth. Star-crossed skyscapes enshroud jewels that shimmer like nebulae; clusters of diamonds entwine like vines or blossom like flowers.

Taking his cue from this symbolic imagery as well as iconic Gucci house codes, Luchford’s imagery feels at once nostalgic in its evocation of old-Hollywood glamor, but timeless in its themes of natural beauty and cosmic harmony. He paints Turner-Smith as a muse in every sense of the word, a cosmic and inspirational force of nature. Dripping with jewels, she takes a midnight dip in a lavish swimming pool, the surface of which glistens and twinkles like the night sky. She is accompanied by two brightly colored friends from the animal kingdom: a parakeet and a snake, the latter of which nicely ties in to the title’s suggestion of the Garden of Eden.

Through his film, Luchford makes smart use of cinematographic techniques to emphasize the feeling of shimmery glimmery romance. Lens flare and modifications of the camera’s focus augment the kaleidoscopic shine of the pieces of jewelry, and slow cross dissolves deepen the sense of easy, decadent luxury. The music – Diana Ross’ “Love Hangover” – is excellently chosen, and feels classically Gucci.

Gucci always does excellent work to fit their highly consistent and recognizably evocative brand identity within the context of a wider creative canon, and this campaign feels like an especially strong example of the approach. Blending inspiration from ancient myth, Italian Baroque craftsmanship, vintage Hollywood glam, and contemporary sophistication, the campaign is a gorgeous vision of soulful luxury. A garden of delight indeed.