The Gucci Fall 2018 campaign is all about collectors and their collections. For many of us fashionistas out there, our personal wardrobes are the collections we love most – but many interesting pieces are amassed through a variety of hobbies and interests. This season, those personal items serve as a captivating backdrop for the new season’s clothing designs, which were first displayed at Milan Fashion Week.
“Gucci’s tribe of outsiders is imagined as a group of collectors of art and artifacts who gather in an Austrian institution for the Fall Winter 2018 campaign,” the brand shared on its website. “The campaign is inspired by eccentric personalities who are passionate collectors of paintings, antiques and rare objects. Wearing the latest collection by Alessandro Michele, the odd characters sit down to an opulent banquet.”
Each photo shoot image in the striking new campaign, shot by British photographer and film director Glen Luchford and art directed by Christopher Simmonds, is set amongst the hectic array of memorabilia and trinkets. From stuffed animals to cuckoo clocks, there are a variety of storytelling pieces present.
In an accompanying video series, Gucci also asks the collectors behind the works to share the personal meanings behind the physical items they choose to quite literally and intentionally surround themselves with.
This is certainly a whimsical and eye-catching way to present the colorful and graphically-printed collection, as the imagery’s vibe feels like we have journeyed into a museum. And as always, the Gucci brand is certainly not for the stark minimalist.