Gucci Gothic

A surreal take on the story of Noah’s Ark

The Gucci Cruise 2019 campaign, shot by Glen Luchford, sees young farmer-punks appear in a surreal, mythological world, where an agricultural landscape and the changing weather emphasise the power of nature.

Picture a rural community where animals and people co-exist in harmony. Animals including a tiger, elephant, ostrich, sheep and llama depart for a wooden ark together with the characters from the campaign wearing the new collection by Alessandro Michele.

Unfolding in Arles after dark, the collection takes inspiration from a rave in a cemetery. Influences from the archives define new accessories including the new Arli bag - named after the show’s location - and silk printed ready-to-wear pieces.

Gucci knows how to remain at the forefront with it’s campaigns. The artistic talent is second to none. Check out the video campaign below:


Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographer: Glen Luchford
Music: ‘Big City’ Sonic Boom
Writer: Peter John Kember © Universal Music Publishing Ricordi Srl.


Shop the collection at Gucci.

fashionBy Kerrie Wgucci