Photographed by cult filmmaker Harmony Korine, Gucci’s just-released ‘Gift Giving’ campaign is set aboard a wintery cruise liner “packed with an eclectic group of passengers”
Gucci has kicked off the festive season in typically unconventional fashion: on a sun-soaked winter cruise. “The mode of transport is a festive cruise liner packed with an eclectic group of passengers who unapologetically express and embrace their very diverse characters,” said the house this afternoon of its just-released ‘Gift Giving’ campaign, conceived by creative director Alessandro Michele and photographed by cult filmmaker Harmony Korine, a frequent collaborator.
Among the colourful images and accompanying film, which take place both on the fantasy liner and off, feature appearances from a guitar-strumming Father Christmas, a snowman (albeit made of sand) and Hawaiian-shirt and tinsel-clad tourists, alongside the usual eclectically outfitted Gucci gang. “Among the food, drink and on-board entertainment, a host of intriguing stories unfold, all underpinned by the curious juxtaposition of winter codes within a warm and balmy setting,” says Gucci.
The array of Gucci items pictured – from various colourful ready-to-wear pieces, luggage and accessories – make up this year’s ‘Gift Giving’ offering. Central to this are two of Gucci’s most distinctive patterns, the double-G monogram and the ‘Flora’ print (first created for Grace Kelly after her marriage to Prince Rainier III of Monaco), here melded into a “mash-up” print and adorning handbags, luggage, totes and a new jewellery case.
A digital experience will accompany the campaign – encompassing an ‘augmented reality portal’ on the Gucci App, where users will be able to discover a virtual tropical island, face filters and holograms, virtual stickers on Instagram, iMessage and Giphy, and a microsite on Gucci.com (where you can also purchase the gifts). The campaign also sees the launch of ‘Gucci Pin’, whereby a series of ephemeral retail spaces will open around the world this year. The first of these will be dedicated to ‘Gift Giving’ and will launch in November in various places including Japan, the US and Paris.