The Gucci GG Psychedelic Collection creates a dreamscape of nocturnal refractions and reflections. In keeping with the color, energy and dreamlike attitude of the pieces – inspired by the spirit of ‘70s psychedelia, with its visual distortion, surreal imagery and wide color spectrums – the campaign takes us into a fantastical night club where visitors are dressed up for the occasion.
From the cloakroom to the dance floor, the collection shot by Jordan Hemingway are infused with the reflected light from mirror balls. As the night-loving creatures mingle and dance, the spinning ball picks up pace and hypnotizes, eventually playfully absorbing the clubbers into a surreal space with giant mirrored walls.
The pictures and accompanying film take their cue from the spirit of the collection, where Gucci Creative Director Alessandro Michele has whimsically reinterpreted the Gucci logo, rendering it in a new form with a streetwear attitude through the addition of a multicolor stars motif, creating a thoroughly contemporary and distinctive pattern applied to different pieces, including men’s and women’s ready-to-wear, handbags, luggage, shoes, small leather goods, accessories and a watch, and inspires a range of fine jewelry.