Gucci comes full circle

It has been nearly six months since Gucci replaced its creative director
Frida Giannini with its then accessories designer Alessandro Michele. It
was a highly publicised change of guard, with an acrimonious split between
Gucci and both its creative and financial directors, after the house
suffered consecutive sales losses and lukewarm receptions to its
collections. Now that a full season has passed, the Florentine fashion
house has come full circle and confidently turned its image around with its
new autumn winter 2015 campaign under Michele’s full creative control.

Back in January during men’s fashion week the industry was reinvigorated by
Michele’s unofficial debut but it was not until his first official
womenswear collection in Milan in February that a clear parallel could be
seen with the men’s; sharing a new sultry but understated sexiness that
referenced the 70s, but ultimately had a contemporary urban sensibility.

The new campaign issues a new era for Gucci, and quietly affirms its
prowess as one of the world’s leading luxury brands. Michele
stated: “Through this collection I tried to record not merely the present,
but the threshold between the ‘no longer’ and the ‘not yet’,” referencing
the quote included with the campaign imagery by Italian philosopher Giorgio
Agamben. The Agamben quote states, “Those who are truly contemporary are
those who neither perfectly coincide with their time nor adapt to its
demands.”
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