To someone behind Gucci‘s marketing it probably seemed like the perfect pun. Two pictures from its archives. The byline “Timeless”. A pun. Capisce? Realistically though, it’s so much more. It’s proof that deep down fashionisers and other consumers are after a different relationship with their luxury goods. Something that breathes quality. Tradition. Craftsmanship. Something that the modern world so seldom represents.
Gucci has set its clocks back. Tapping into its archives, the luxury goods house pulled two black-and-white snapshots from the Sixties that will serve as the backdrop of its new worldwide watch campaign. The ads, featuring model Veruschka and the late actor Peter Sellers, will debut in fashion and lifestyle titles this month as single- or double-page spreads. Superimposed on the old photos are three new Gucci timepieces – the G-Gucci watch, a re-edition of a Sixties model with a G-shaped bezel and a modern bracelet strap; the house’s first-ever digital watch whose dial displays two time zones and has a rubber strap, and a classic man’s chronograph sporting a moss green strap.
“The images featured in this campaign are some of my favorites from the Gucci archive,” said creative director Frida Giannini. “They perfectly illustrate not only the glamour of Gucci’s past and the many style icons who were naturally drawn to the house, but also show how this heritage can be relevant today.”
Expect this to be a large thematic theme from many a fashion company as they work hard to keep up with the desire of those in the know to move from conspicuos consumption to quality consumption.