Review of Gucci ‘Vault Altitude’ 2023 Ad Campaign
Gucci Vault embarks on an ambitious collaborative project with Altitude, inviting an eclectic group of fashion voices to offer a unique take on the iconic aesthetic of retro ski wear while keeping contemporary street style and Gucci’s signature romanticism in mind.
Available exclusively on Gucci’s digital Vault platform, the collaborative edit features eight different brands and designers who were invited to put their own spin on mountain-minded style. Sports brand HEAD presents a vibrant selection of performance wear that plays with the brand’s name. Swedish brand Yniq offers a range of ski goggles elevated by ecstatic colors. Moon Boot puts forth a collection of their iconic moon-landing-inspired footwear. Introducing elegant knits crafted in Downtown LA, The Elder Statesman proposes a collection showcasing a vibrant mix of weaving techniques. Sea plays with vintage-inspired detailing and technical fabrics to create a feminine wardrobe highlighting Alpine motifs. London-based jewelry designer Bleue Burnham creates cloud-inspired designs featuring SkyDiamond, diamonds made from atmospheric carbon. Italian jeweler Panconesi presents signature styles elaborated in neon enamel and Diamanti stones. Finally, Gui Rosa returns to Vault with new punk-inspired crocheted accessories. Together, the brands have developed a selection designed to cover any terrain, from snowy peaks to city streets.
The project is celebrated with a set of playfully alpine campaign imagery that captures the multifaceted capsule in all its eclectic and colorful glory, uniting its distinct design elements into kaleidoscopic moments of style. The short film furthers the indulgent atmosphere, putting these portraits into motion along with a dreamy synth soundtrack.
Launched in September 2021 as an experimental online space that offers vintage and archival pieces as well as limited-edition collaborations and other items from a selection of noteworthy brands, the Vault project has since seen Gucci teamed with the likes of Delvaux, ERL, Wales Bonner, Martine Rose, Dickies, and more. Altitude, however, marks the most ambitious and multitudinous collaboration for the Vault by far, and it’s exciting to see the project continue to grow as Gucci uses its platform to champion other voices of the fashion multiverse.
Considering all the distinct design elements that could have formed conceptual jumping off points, it does feel a bit like such a project might deserve a bigger and more narrative-heavy campaign, instead of just a few photos and a video that feels more like a moving lookbook. That being said, the concept and execution of the project might be a big enough story of its own.
