Gucci’s Spring-Summer 2017 campaign, shot in the vibrant heart of Rome, marked a significant shift in the brand's aesthetic under the creative direction of Alessandro Michele. Departing from the more streamlined, minimalist approaches of previous campaigns (even those under the relatively recent Tom Ford era), the SS 2017 campaign embraced a bold, eclectic, and undeniably romantic vision, reflecting the maximalist spirit that had become synonymous with Michele's Gucci. This wasn't just a promotional campaign; it was a statement, a theatrical performance captured on film, showcasing the collection's rich tapestry of influences and its unapologetically romantic spirit.
The campaign, a masterpiece of visual storytelling, eschewed the traditional, polished perfection often associated with luxury fashion campaigns. Instead, it opted for a raw, almost documentary-style approach, capturing the energy and spontaneity of Rome itself. The models, a diverse cast reflecting Michele’s inclusive vision, weren’t simply showcasing clothes; they were inhabiting a narrative, a moment in time within the city's rich history and vibrant present. This approach resonated deeply with audiences, moving beyond the traditional aspirational advertising to create a campaign that felt both accessible and luxurious.
The casting choices were crucial to the campaign's success. The inclusion of a diverse range of models, including a significant number of black models, was a powerful statement in itself. This deliberate move towards inclusivity wasn't just a trend-following exercise; it was a reflection of Michele’s broader vision for Gucci, one that celebrated individuality and embraced a wider spectrum of beauty. The presence of black models, alongside models of other ethnicities and diverse body types, challenged the homogenized beauty standards often perpetuated by luxury fashion campaigns. It allowed Gucci to connect with a broader audience, showcasing the brand's commitment to representation and its understanding of the evolving global landscape. The campaign's success in this area cemented Gucci's position as a leader in promoting diversity within the industry. The inclusion of Vittoria Ceretti, a rising star in the modeling world, further enhanced the campaign's appeal and contributed to the overall sense of fresh energy and exciting new talent.
The campaign's visual language was as captivating as its casting. The photographs, imbued with a sense of romanticism and nostalgia, captured the models in various iconic Roman settings. The ancient ruins, bustling piazzas, and charming side streets provided a stunning backdrop, enhancing the narrative and adding another layer of depth to the campaign. The imagery wasn't simply about showcasing the clothes; it was about creating a mood, an atmosphere, a feeling. This approach allowed the collection’s intricate details and eclectic mix of styles to breathe, showcasing the craftsmanship and artistic vision behind each piece. The campaign also incorporated a painterly quality, with the use of vibrant colors and dramatic lighting that evoked the feeling of a Renaissance painting brought to life. This artistic sensibility aligned perfectly with Michele's overall aesthetic, which draws heavily on historical and artistic references.
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