Gucci’s Spring 2018 Campaign Is Pretty Much as Gucci as It Gets

This season, the Italian home swapped its shiny images for digital work.

Gucci’s Spring 2018 marketing campaign. Photo: Ignasi Monreal/Gucci

The good individuals at Gucci should have heard our pre-holiday woes, as a result of on Tuesday, it served up a brand-new advert marketing campaign on which to feast our eyes. I do know what you are considering: Didn’t Gucci actually simply Do a Thing final week? Several issues, in truth! Those embody releasing its Pre-Fall 2018 lookbook and offering a primary have a look at Dapper Dan’s new Harlem atelier. But doing much less hasn’t precisely been the Italian home’s M.O. since Alessandro Michele assumed the place of inventive director three years in the past, and we might say its all-around maximalism has paid off fairly handsomely, too. 

Speaking of maximalism: Gucci’s Spring 2018 marketing campaign! While earlier adverts have included every thing from dinosaurs and UFOs to flamingos and cows, its newest set harkens again to the theme of antiquity we noticed at its monument-steeped runway show in September. Michele and co. traded in its glossy photographs (traditionally lensed by Glen Luchford) for fantastical, surrealist digital paintings by Spanish artist and illustrator Ignasi Monreal. 

Gucci's Spring 2018 campaign. Photo: Ignasi Monreal/Gucci

Gucci’s Spring 2018 campaign. Photo: Ignasi Monreal/Gucci

Titled “Utopian Fantasy,” this campaign references some of our most beloved fairy tales and features no shortage of delicately hidden details: the logo tote-carrying golden knight checking his iPhone atop a horse; the “Snow White” scene in which the titular character wears the brand’s oversized glasses and Snow White-printed sweater; the mermaid fins poking out of the crystal evening gowns in a quiet cove. 

It’s a lot, of course, but it’s good to have that sense of over-the-top splendor in the world right now, don’t you think? And if it’s working on the business side, then, well, that’s just an added bonus.

You can see Gucci’s full Spring 2018 campaign in the gallery below.

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