This playful campaign, conceived by Gucci Creative Director Alessandro Michele, has been entrusted to photographer and director Harmony Korine. Gucci celebrates the holiday season with a getaway to sunny shores. An unconventional winter sun break is the theme, and 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.
A cruise ship is a ready-made stage set, with different scene-sets below deck and above. The vessel has been decked out by the crew in a festive manner with trees and decorations. 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.
The eclectic array of pieces for the Gift Giving season is characterised by a striking mash-up of two of the House’s most recognisable patterns: the beige/ebony GG Supreme canvas and the historic Flora motif, which here have been combined for the first time.
The line-up of ready-to-wear pieces, shoes and accessories – which include handbags in different silhouettes, luggage, totes and a new jewelry case, as well as small leather goods – is all crafted in the new GG material printed with the brilliant-coloured flowers and insects of Gucci Flora, and trimmed with red, yellow or white leather. Many of the accessories also feature the House green-red-green Web stripe and a metal Double G, in a layering of House codes that results in a strikingly distinctive effect. All the Gift Giving items are well suited to the setting of a cruise liner, particularly the hard luggage models that evoke a time when people travelled by sea, in style, a time when Guccio Gucci, founder of the House, would have been making luxury luggage for just such use.
The distinctive pieces in the Gift Giving line all feature in Harmony Korine’s still images and in a film made specially for the season by the photographer and director.
A special section on the Gucci App will immerse the user in a unique digital experience, with an Augmented Reality portal that will also be available on Snapchat App. Through this portal, users will be able to discover a virtual psychedelic tropical island where different fluo coloured holographic elements recall the campaign. Additionally, a face filter featuring lights and shadows inspired by the colours of the tropical island will be available on Instagram.
A dedicated interactive microsite will allow visitors to play with the Gift Giving line, randomly generating joyful wallpapers and allowing users to land on gucci.com website with the opportunity to purchase gifts directly.
More digital activations will include playful Gift Giving stickers available on Instagram, iMessage and Giphy. Finally, Gucci recently launched a thoroughly innovative initiative, designed to present luxury fashion in a new format. A project called Gucci Pin – referencing the pins on interactive digital maps – will see a series of ephemeral retail spaces appear around the world over the next year. The first of these will be dedicated to the Gift Giving season across November 2019 in Hong Kong Canton Road, Fukuoka Iwataya in Japan, Seognam Hyundai Pangyo in Korea, Denver Cherry Creek Shopping Center in the US and Paris Galeries Lafayette in France.