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Gucci’s Spring 2018 Campaign: A ‘Utopian Fantasy’

Gucci Swaps Photography for Art

Elizabeth I in a Gucci jacket? A golden knight with a Gucci logo tote? Alessandro Michele trades in glossy photographs for digital paintings in Gucci’s Spring 2018 campaign.

The ingenious creative director used sublime references to reveal the spectacular true meaning behind fashion: art.

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At the tip of a stylus, Spanish artist, Ignasi Monreal shaped fashion with hyperrealism or as Gucci titled it, “Utopian fantasy.” The campaign is broken into three themes, portraying each one of the elements: earth, sea, and sky. Completed with paintbrush strokes, Monreal invites Gucci to the Renaissance era which results in the entire campaign becoming an artwork.

Photo from Gucci SS18 Campaign

Photo from Gucci SS18 Campaign

Photo from Gucci SS18 Campaign

Photo from Gucci SS18 Campaign

Throughout the campaign we see references from “Ophelia” by John Everett Millais to “Sleeping Beauty” by Hans Zatzka. The hidden details of the brand in the portraits include mermaids in crystal evening gowns, Jan Van Eyck’s “The Arnolfoni Marriage” dressed in Gucci robes, and a character shown as Snow White with a Snow-White printed sweater, recalling Victorian Era aesthetics.

Since his previous collaborations with Dior, J.W. Anderson and Louis Vuitton, Monreal’s creative form and unique vision have come a long way. Michele’s innovative campaign illustrates Gucci’s power as a fashion house and their ability to set the stage for other brands.


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