Gucci’s Fall/Winter 2018 campaign recontextualizes their explosive runway (the one that featured severed heads, dragons, and unprecedented feather fringes) in the setting of a cluttered collectors’ room.
According to the brand, “The inspiration for the campaign comes from those eccentric personalities who passionately seek out paintings, antiques, rare objects and other vintage collectibles. Often, these people build shrines to their collections; historically, these private hobbies have occasionally led to the creation of museums or foundations. The images here are an intimate exploration of this phenomenon, suggesting the appeal of idiosyncratic curation.”
Models are seen strewn among similarly scattered puzzle pieces, alongside bathtubs, butterflies, and boudoirs, playing cards, and generally existing outside the traditional studio setting of a fashion campaign.
Are you surprised?