Are you ready for a sci-fi voyage? For the Autumn Winter 2017 campaign Gucci takes us for a ride with the Enterprise look-a-like starship and portrays the most authentic sequences of the 1950s / 60s sci-fi movie sets. The intergalactic setting features humanoids, aliens, robots, earthlings, dinosaur, and even a gigantic cat, which creates a sense of reverie.
In the ‘Gucci Trek’ landscape models alongside extra-terrestrial creatures are draped with the brand’s signature embroidered wool-cashmere overcoats, huge hats, animal-printed vintage knits and pearl embellished eyewear. For the AW17 collection Alessandro Michele (Gucci’s Creative Director) took a playful approach by giving retro vibes to the color-rich and embellished garments, which perfectly match with the surreal, psychedelic context and trippy retro-futuristic spaceship interiors envisioned by the video campaign director Glen Luchford.
The outcast of characters in the video are beamed into vintage sci-fi replica scenes of cult films like “Star Trek”, “Creature of the Black Lagoon”, “Forbidden Planet”, “Lost in Space”, “The Valley of Gwangi” and other visual references.
Take a look at #gucciandbeyond video for the AW17 campaign and be prepared to be beamed up into…well, who knows where…
Photographed and directed by Glen Luchford
Art direction by Christopher Simmonds
Music: “Space 1999” written by Vic Elms, Barry Gray