Gucci Unveils Retro Fall 18 Campaign

Gucci's Fall/Winter 2018 campaign recontextualizes their explosive runway (the one that featured severed heads, dragons, and unprecedented feather fringes) in the setting of a cluttered collectors' room.

"The inspiration for the campaign comes from those eccentric personalities who passionately seek out paintings, antiques, rare objects and other vintage collectibles," explains the brand in a press release. "Often, these people build shrines to their collections; historically, these private hobbies have occasionally led to the creation of museums or foundations. The images here are an intimate exploration of this phenomenon, suggesting the appeal of idiosyncratic curation."

Models are seen strewn among similarly scattered puzzle pieces, alongside bathtubs, butterflies, and boudoirs, playing cards, and generally existing outside the traditional studio setting of a fashion campaign.

Creative Director: Alessandro Michele

Art Director: Christopher Simmonds

Photographer and Director: Glen Luchford

Hair Stylist: Paul Hanlon

Make-up Artist: Yadim Carranza