Gucci

Spring 2022 Ad Campaign

Review of Gucci Love Parade 2022 Ad Campaign by Gucci Creative Director Alessandro Michele with Creative Director Christopher Simmonds and Photographers Mert Alas and Marcus Piggott

In their latest star-studded ‘Love Parade’ campaign, Gucci creates a night to remember. Concepted by Christopher Simmonds and lensed by Photographers Mert Alas and Marcus Piggott, the campaign portrays a contemporary bacchic indulgence of luxury.

Each guest plays a role, whether their aware of it or not. The talent, including Beanie Feldstein, Deng Lun, Jared Leto, JJ Lee, Liu Wen, Miley Cyrus & Snoop Dogg, truly embrace a laissez-faire ‘let them eat cake’ attitude. Simmonds captures his charismatic party guest indulging on decadent mille-feuilles, prinsesstartas, and croquembouche, creating a feast for the eyes in their party and play. Few can find fault with their rein in this kingdom of obsessions and desires, besides a lack of invitation to what seems like quite a night.

Mert and Marcus capture a curated diaristic campaign, full of images that feel both spontaneous and carefully seen. For example, the poorly mannered Cyrus seems to revel in her lack of inhibitions as she carelessly wipes away at some frosting left on her femme fatale lips. While Leto… well…

With the theme of cinema for the Love Parade collection, it seems apropos that the cast of characters should be so diverse in their demeanor and costuming. The campaign plays with the idea of structure and freedom both thematically and practically within the collection. Bright touches of extraordinary color draw us out from the mirage of narrative, bringing us back to the exquisite work of the campaign.

Gucci Creative Director | Alessandro Michele
Creative Director | Christopher Simmonds
Photographers/Directors | Mert Alas & Marcus Piggott
Talent | Miley Cyrus, Snoop Dogg, Beanie Feldstein, Jared Leto, Jungjae Lee, Alton Mason, Aubrey Hill, Carson Williams, Cici Tamez, Elibeidy Dani, Ellia Sophia, Josephine Chumley, Kaitlyn Cunningham, Karime Bribiesca, Keria Thomas, Kuya Okai, Lex Peckham, Lily McMenamy, Liu Wen, Luke Clod, Luke Sadler, Madison Stubbington, Metta Irebe, Sam Hough, Sammy Pandolfi, Souleymane Sacko, Tess McMillan, & Yoonmi Sun
Hair | Paul Hanlon
Makeup | Thomas De Kluyver
Set Designer | Max Bellhouse



Editorial Director | The Impression