Gucci’s fall 2011 collection was one of the most glamourously colourful to navigate the Milan runways, so it rather seems odd to flood the associated campaign with projections that muddy the otherwise pristine jewel hues of the clothing. It’s none the less an interesting effect; as if the colour and light playing across each image were from some theatre reel of footage of the same models who sit in front of (but not facing) them. Visually the campaign may be a little overloaded (an issue in so far as it takes away from the detail of the pieces) but the styling has it down pat: the sleek hair and pristine 70s glamour couldn’t be more right.
Abbey Lee Kershaw makes a welcome return as the star of the campaign, alongside Joan Smalls, Emily Baker and Sigrid Agren.
In case you hadn’t guessed by the so-real-yet-surreal quality of the photos, the campaign was shot by Mert Alas & Marcus Piggott. You can view more of the Gucci fall 2011 campaign by clicking on the thumbnails.