13/05/2023
https://www.youtube.com/watch?v=-eEDu4mDL1E
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Gucci presents Summer Stories, a new campaign that captures the spirit of exploration.
New memories are on the horizon in the House’s latest campaign shot against open skies and blue waters.
In a joyous ode to the vibrant energy of warmer weather, Gucci presents Summer Stories, the House’s latest campaign set in the balmy landscapes of Los Angeles. Featuring a lineup of ready-to-wear pieces and accessories that celebrate the excitement of travel and exploration, the selection comprises a wardrobe full of vivid stripes, vibrant prints, and vintage-inspired adaptations of the signature GG motif.
The spirit of Summer ease is conjured through a series of images that incite feelings of lightness and leisure, accompanied by a versatile selection of pieces that extend seamlessly from day to night, from laid-back mornings spent by the pool to hopeful sunsets on the beach. Bold all-over graphic and floral prints are brought to life under the Summer sun, on lightweight fabrics apt for all manner of adventures and occasions. Raffia textures take center stage of the selection in the form of handbags, shoes, and accessories with pompom embellishments that extend the carefree attitude of the season, as well as maxi expressions of the House’s archival GG emblem in a wholly contemporary way.
Gucci, invites us to embark on a journey of carefree relaxation and summertime indulgence with its latest campaign, "Gucci Summer Stories 2023." This vibrant and energetic campaign, artfully directed by Kevin Tekinel and Charles Levai, and captured by the talented photographer Harley Weir, reimagines classic Gucci pieces and design motifs with a textural language inspired by the essence of summer.
The Summer Stories capsule collection breathes new life into Gucci's timeless pieces, incorporating the textural elements of summer relaxation. By employing techniques such as woven raffia and embracing vibrant colors and graphic patterns, the collection encapsulates the joyous spirit of the season. These design choices infuse the garments and accessories with a distinct summertime appeal, adding a sense of playfulness and carefree elegance.
Harley Weir's photography skillfully captures an eclectic cast as they revel in moments of opulent relaxation and energetic indulgence. Whether lounging poolside or exploring the beach, the campaign portrays a diverse group of individuals immersed in the blissful ambiance of summer. The layout of the campaign thoughtfully combines detailed shots of the capsule's accessories with vibrant portraits, effectively highlighting both the collection's design characteristics and the carefree atmosphere it aims to evoke.
The heart of the "Gucci Summer Stories 2023" campaign lies in its accompanying short film, also directed by Harley Weir. The film enriches the sunny serenity of the campaign, immersing viewers in lush visual details that embody the essence of summer. Weir pays delicate attention to capturing the glint of sunlight off rippling water, the gentle movement of fabric in the breeze, and the mesmerizing interplay of light and shadow. Accompanied by a captivating soundtrack that blends ambient sounds of water and birds with The Strokes' evocative track "I'll Try Anything Once, " the film encapsulates a gentle and joyful mood. Through its skillful fusion of iconic design motifs, vibrant colors, and the sun-soaked atmosphere of summer, Gucci invites us to embrace the spirit of carefree indulgence and bask in the delight of the season.
, , , , , (Models), (Photographer), (Wardrobe Stylist), (Makeup Artist), (Hair Sylist)
Art Direction: &
Director and photographer:
Music: The Strokes
“I'll Try Anything Once (""You Only Live Once"" demo)”
© The Strokes Band Music
Courtesy of Warner Chappell Music Italiana S.r.l.
BMG Rights Management Italy Srl (SIAE) obo
BMG Onyx Songs (PRS / MCPS) obo itself and Give The Humans What They Want (NS)
(P) 2005 SONY BMG MUSIC ENTERTAINMENT
Courtesy of Sony Music Entertainment
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