Image courtesy Vogue.

A Tribute to the Roman Gucci Genius

Published 29/11/2022
By: xxx Published: d/m/Y

Still almost a week after the announcement that Alessandro Michele is exciting Gucci, we’re waking up to a million “best of Gucci” features as the cyber world celebrates the huge legacy that the designer leaves behind. That said, we would never miss the opportunity to pay tribute to the Roman Gucci Genius. But instead of becoming the 1 billion + 1 showing our best of Michele for Gucci outfits, we decided to do it with a slightly different take.

“If you ask me, a garment is not, and never will be, just a piece of fabric. It’s rather the means through which we are able to unfold who we really decide to be, it’s how we shape our desires and the ultimate sense of our staying. That’s why I’ve always imagined my collections as films able to convey a cinematography of the present: a score of stories, eclectic and dissonant, that can sacralize the human and its metamorphic ability.”

Alessandro Michele, Creative Director of Gucci

We’ve put together a best-of list focusing on the always brilliant, head-turning campaigns Michele created with the house for each collection drop. Heads up: when you browse through our selection of quirky theme adds, keep in mind that Alessandro was trained at the Accademia di Costume e di Moda in Rome, where the students are not only being prepared for work in the fashion industry but must also study costume design, which requires knowledge of character building and scenography. Something that we think puts The Gucci campaigns in a different league, and make them very hard to copy even for the most dedicated copycats…. and yes, take my word for it, they are boundless.

The Collectors

Gucci’s tribe of outsiders is imagined as a group of collectors of art and artefacts who gather in an Austrian institution.

Fall Winter 2018 campaign shot by Glen Luchford.

Gucci and Beyond

Human characters interact with extra-terrestrial creatures and dinosaurs.

Fall Winter 2017 campaign shot by Glen Luchford.

Hollywood Forever

In colourful tiled bathrooms taking extravagant bubble baths, a cast of characters showcase the new Hollywood Forever crystal-studded sunglasses.

2021, the Hollywood Forever eyewear concept revamped. Shot by artist, photographer and director Harmony Korine.


Set in Los Angeles, the campaign stars horses and their human friends in paradoxical scenarios.

Spring Summer 2020 campaign art directed by Christopher Simmonds and captured by Yorgos Lanthimos.

The Ritual

Carefully building an experiment of magic neorealism with an undetermined outcome, Alessandro Michele gave the models of The Ritual campaign no script to follow.

The Diesel moto girl is a cool girl. She likes Fall Winter 2020 collection art directed by Christopher Simmonds.

Gucci Gothic

Young farmer-punks appear in a surreal, mythological world, where an agricultural landscape and the changing weather emphasize the power of nature.

The Cruise 2019 campaign was shot by Glen Luchford.

All images courtesy Gucci
Published 29/11/2022

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