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Gucci’s Fall Campaign Heads to Los Angeles

Just in case Gucci’s Resort collection presented earlier this month wasn’t enough to hold over your magpie dreams, the house has released its first campaign fully under the helm of Alessandro Michele. (He supervised the Pre-Fall campaign even though the clothing in it was designed by Frida Giannini.)

Shot by Glen Luchford, the images star models Lia Pavlova, Tessa Bruinsma, Tobias Lundh, and Sven de Vries on the streets—and subways—of Los Angeles. (Consider this another point for the city’s fashion cred.) As with the Pre-Fall campaign, the models’ faces are concealed by windswept hair and deep side-parts, putting Michele’s Fall 2015 ruffled dresses and floral suiting on full display. What’s not concealed? The stares and glances of passersby captured by Luchford’s lens. For a house with as much clout as Gucci, it’s interesting to see real people in an ad, even if they’re in the background, sporting outfits in stark contrast to Michele’s eclectic designs.

Of the choice to shoot real street scenes, Michele told the Huffington Post, “I decided to go back to the streets, as with the Cruise collection I just showed in New York. I believe there is a fluid and organic contamination that exists between the catwalk and the street. Fashion, especially ready-to-wear, is something real, made for every day and for everyone to express their own creativity and individuality.” So if a cowboy hat pops up in Michele’s next showing…you’ll know where he got the inspiration: the man crossing behind Pavlova.

Adding to the Los Angeles vibe of the collection is a teaser for a video ad spot highlighting the highways, beaches, and trains of the city. Watch it below.

—Steff Yotka,

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