Gucci Continues to Impress in Cruise 2016

Italian fashion house Gucci has just revealed its highly awaited Cruise 2016 campaign. This marks the second round of promotional images under the watchful creative direction of Alessandro Michele.

Michele has quickly put his own stamp on the luxury brand in such a short period of time, since he took over in the beginning of the year. “There is a more nuanced, subtle and multi-dimensional romanticism in my collections, moving away from overt sexuality,” Michele says about his designs.


The campaign video is set to the electronic dance track She’s Lost Control by Alive She Died; the three-minute video follows one guest’s arrival to a party at a holiday home outside of Florence.



The new advertisements were photographed by Glen Luchford in Montespertoli, Firenze and Gucci tapped models, Allie Barrett, Rhiannon McConnell, Julita Formella, Rhiannon McConnell and Tami William to star in the images. The video leaps between the models, showing them boogying in numerous campaign looks. The new advertisements were filmed in a room highlighting vintage décor, Wes Anderson would approve of.


Gucci’s new man of the hour is bringing major commotion to the label and we like this new direction. With While we sit here waiting in anticipation for their Spring/Summer 2016 collection in just a day from now at Milan Fashion Week, we’ll just stick to twirling along with colourful prints in antique rooms.




by: Adeline Tan