The Gucci Pre-Fall 2015 ad campaign, the first under Alessandro Michele’s creative direction, was shot by Glen Luchford and styled by Joe McKenna.

Moving on from Mert & Marcus, the long-time lensmen of the Gucci glossy and sexualized ads of the past, Luchford has given the new Gucci campaign an almost vintage feel, reflecting a more real life scenario. The campaign continues in the spirit of the mysterious sexuality seen in Michele’s debut collections, but shows less of the gender-bending vibe that made headlines after his menswear show.

Set in a run-down apartment furnished with only a worn out oriental carpet and sofas, model Julia Hafstrom sits up, staring at the torso of male model Jack Chambers, whose face remains absent throughout the campaign. Elsewhere, model Alexandra Elisabeth lies languorously on a sofa, playing with her hair, taking in the same unidentifiable man, who remains shirtless and off to the side of the shot. In another shot, advertising men’s shoes, Chambers is in the midst of removing his sweater, completely covering his face, but revealing a slim, rippling abdomen.

Overall, the ads reflect a clear change of spirit which feels much more modern and current than previous Gucci campaigns.

The collection featured in the new campaign is actually the final one designed by Giannini, though due to her abrupt exit, it was Michele who was tasked with creating the associated ad campaign, a potentially awkward situation which Michele has handled rather well.