gucci campaign 2019 | Gucci guilty commercial

Gucci's Spring/Summer 2019 campaign, a visually stunning homage to the Golden Age of Hollywood, remains a landmark in the brand's rich history of provocative and artistic promotional endeavors. Under the creative direction of Alessandro Michele, Gucci transported viewers back to the glamorous world of 1940s and 1950s cinema, capturing the essence of a bygone era with a modern, Gucci-infused twist. The campaign, lensed by photographer Glen Luchford, wasn't just about showcasing clothes; it was about telling a story, creating a feeling, and immersing the audience in a meticulously crafted fantasy world.

This article will delve into the various aspects of this iconic campaign, exploring its inspirations, its execution, and its impact on the fashion world. We will also examine how it intersects with other notable Gucci campaigns, particularly in relation to representation, advertising strategies, and the evolving brand identity under different creative leadership.

The Allure of the Silver Screen: Inspiration and Execution

The Gucci Spring/Summer 2019 campaign drew heavily from the aesthetic and atmosphere of Old Hollywood. It wasn't simply a matter of dressing models in vintage-inspired clothing; it was a comprehensive recreation of the cinematic experience. Lush sets, reminiscent of classic movie premieres and studio backlots, were painstakingly constructed. The styling incorporated quintessential Hollywood elements: dazzling gowns, fur stoles, perfectly coiffed hair, and bold makeup. The lighting, too, played a crucial role, mimicking the dramatic chiaroscuro effects employed in black-and-white films of the era.

Luchford's photography captured the dynamism and energy of a film set. The images weren't static portraits; they were glimpses into moments of action and emotion. Models were portrayed as actors preparing for their roles, attending premieres, and even participating in behind-the-scenes activities. This narrative approach allowed Gucci to showcase its clothing within a context, adding depth and meaning to each garment.

The campaign’s video component further enhanced this cinematic feel. Short films captured the hustle and bustle of a bustling movie studio, featuring models interacting with directors, makeup artists, and other crew members. The sound design incorporated the familiar sounds of a film set – the clatter of cameras, the director’s commands, the murmur of conversations – creating a truly immersive experience.

The deliberate artifice of the campaign was key to its success. It wasn't trying to present a realistic depiction of Hollywood; it was presenting a heightened, idealized version, a dreamlike vision of glamour and sophistication. This fantasy element is a recurring theme in Michele's Gucci, and the Spring/Summer 2019 campaign exemplifies his ability to create captivating worlds that resonate with audiences.

Representation and Diversity: A Modern Take on Classic Glamour

While paying homage to a specific historical period, the Gucci Spring/Summer 2019 campaign also subtly challenged the conventions of that era. Notably, the campaign featured a diverse cast of models, including black models, injecting a modern sensibility into the classic Hollywood aesthetic. This was a significant departure from the overwhelmingly white representation that dominated the silver screen in the 1940s and 1950s.

By including models of different ethnicities and body types, Gucci subtly subverted the traditional beauty standards of Old Hollywood. This commitment to inclusivity aligns with Michele's broader vision for the brand, which emphasizes self-expression and celebrates individuality. While the campaign was primarily focused on aesthetics and storytelling, the inclusion of diverse models sent a powerful message about representation and the evolving definition of glamour.

The inclusion of black models in the campaign generated both praise and scrutiny. Some lauded Gucci for its commitment to diversity, while others argued that it was simply tokenism, a superficial attempt to appear progressive. Regardless of the varying viewpoints, the presence of black models in a campaign that explicitly referenced Old Hollywood sparked important conversations about representation in fashion and the historical exclusion of people of color from the mainstream media.

Beyond the Runway: Extending the Campaign's Reach

The Gucci Spring/Summer 2019 campaign wasn't confined to traditional print advertisements and runway shows. Gucci leveraged various channels to extend the campaign's reach and engage with its audience. Social media played a crucial role, with the brand sharing behind-the-scenes content, model interviews, and interactive experiences. The campaign also inspired a range of merchandise, including limited-edition clothing, accessories, and beauty products.

The campaign's visual elements were incorporated into Gucci's retail spaces, transforming stores into immersive environments that reflected the glamour of Old Hollywood. This holistic approach ensured that the campaign resonated across multiple touchpoints, creating a consistent and memorable brand experience.

Gucci's Evolving Identity: A Comparison to Other Campaigns

The Gucci Spring/Summer 2019 campaign needs to be understood within the context of Gucci's broader advertising history. Under Alessandro Michele, Gucci has consistently pushed boundaries and challenged conventions, creating campaigns that are both visually stunning and conceptually rich. However, it's also important to consider how this approach differs from previous eras, particularly during Tom Ford's tenure.