Featuring urban spaces of Berlin, Germany, the Gucci Spring 2016 ad campaign shows models pose in everyday settings including a rooftop, bathroom and a subway station while wearing colorful and whimsical clothing with intricate embellishments.
With a spotlight on the season’s bold prints, pleating and ruffles, the models showcase the collections exuberant style in the most mundane environment. With a colorful background in every image, the collection’s pieces pop with contrast and showcase a quirky yet elegant line up. Androgyny is highlighted as men are dressed in a feminine tone while the woman are seen strutting in bright suits, a statement made since Alessandro Michele’s debut at Gucci.
Scenes from the video are shot at dawn on the rooftop of the Maritim Hotel, in a block designed by architect Aldo Rossi in the 80s. The video’s soundtrack is “Goodbye Horses” performed by female vocalist Q Lazzarus. Producer William Garvey wrote “Goodbye Horses” in 1988 about transcendence over those who see the world as only earthly and finite. In Hindu philosophy horses represent the five senses, the song references the ability to lift one’s perception above these physical limitations and to see beyond this perspective.
Take a first look at the director’s cut of the Gucci Spring 2016 ad campaign video, directed by Glen Luchford.