The year was 2018. Alessandro Michele, the creative director of Gucci, had already dramatically reshaped the Italian fashion house, injecting it with a vibrant, eclectic, and unapologetically romantic spirit. His vision, a collision of vintage glamour, 70s rock and roll, and whimsical eccentricity, had captivated the world. But Michele wasn’t content with simply redefining Gucci’s ready-to-wear; he was setting his sights on a cornerstone of menswear: tailoring. And to launch his vision of the modern Gucci suit, he chose a most unexpected setting and an equally unexpected star: Harry Styles, in a fish and chip shop in North London.
This wasn’t your grandfather’s tailoring campaign. Gone were the stiff, formal poses against stark backdrops. Instead, the Gucci tailoring campaign for Fall 2018, featuring Harry Styles, offered a refreshingly casual, even irreverent, take on classic menswear. The campaign, shot by Glen Luchford, a photographer known for his vibrant and often surreal imagery, perfectly captured Michele’s playful approach to high fashion. The unexpected juxtaposition of the impeccably tailored Gucci suits against the backdrop of a humble fish and chip shop immediately established the campaign’s unique tone. It was a bold statement, a deliberate disruption of the traditional codes of luxury menswear advertising.
Gucci Tailoring Campaign: A Revolution in Menswear
The campaign was more than just a series of aesthetically pleasing photographs. It represented a significant shift in the way Gucci, and indeed the wider fashion industry, approached menswear tailoring. For decades, the tailored suit had been associated with formality, power, and a certain level of seriousness. Michele, however, saw the potential for something more. He wanted to liberate the suit from its rigid connotations, to make it accessible and appealing to a younger generation that valued individuality and self-expression.
The suits themselves reflected this philosophy. While undeniably impeccably crafted, they were far from traditional. Michele’s designs featured bold colours, unexpected patterns, and eclectic details. Think velvet jackets in jewel tones, richly embroidered blazers, and suits with unexpected cuts and silhouettes. These weren’t your average boardroom suits; they were designed to be worn with attitude, with a sense of playful rebellion. The fabrics were luxurious, but the overall aesthetic was anything but stuffy. The campaign showcased a range of styles, from classic double-breasted suits to more relaxed, single-breasted options, demonstrating the versatility of Michele’s vision. He wasn't just selling suits; he was selling a lifestyle, a feeling, a sense of confident individuality.
The choice of location – a quintessential British fish and chip shop – was crucial to the campaign’s success. It was a deliberate act of subversion, a playful juxtaposition of high fashion and everyday life. The setting grounded the campaign, making the luxurious suits feel surprisingly relatable. It was a subtle reminder that luxury doesn’t have to be exclusive or intimidating; it can be accessible and even fun. The greasy spoon diner, with its vibrant colours and bustling atmosphere, formed a stark yet beautiful contrast to the sharp lines and rich textures of the Gucci suits. The casual setting allowed the focus to remain on the clothes and the model, highlighting the quality and craftsmanship without being overly pretentious.
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