Did you love Gucci’s Holiday 2017 interactive gift guide, complete with custom digital paintings by Spanish surrealist artist Ignasi Monreal? Well, the talented creator is back for the Gucci Spring Summer 2018 campaign, and his works are equally as breathtaking. The brand’s latest “Gucci Hallucination” campaign reveal is titled “Utopian Fantasy,” and takes the new collection to imaginative new levels.
If mermaids could text, old school Renaissance paintings could listen to 1960s jams or Elton John classics, or mythical characters could go swimming in gowns, they would all be right at home in this campaign. Extravagantly opulent works depict the designer’s new clothing offerings in the most magical of settings.
Before this collection’s runway show in September, Gucci’s Alessandro Michele shared that the new directions of the brand are about more than just the garments themselves.
“I think it’s no longer time to just talk about the clothes,” he shared. “In the beginning, it was something that allowed me to reflect my idea of beauty. Now it’s more than beauty. It’s a state of mind. It’s an idea of community and a really deep expression.”
“I’m trying to push the fact that fashion is full of little things,” he added.