The legendary Italian fashion house Gucci is currently undergoing a significant transformation, bidding farewell to the extravagant and ornate style created by the brilliant Alessandro Michele and his “artworks” campaigns. Instead, Gucci is now embracing the concept of Quiet Luxury.
Chat GPT perfectly describes Quiet Luxury as an understated and discreet form of luxury, devoid of visible logos, which can only be recognized by those who are well-informed about prestigious products. This notion of luxury focuses on whispering elegance rather than flaunting it, distancing itself from the trends of excessive exposure, celebrity endorsements, and logo obsession. It is characterized by high-quality and expensive products that don’t feel the need to boast about their status. Brands that embody this ethos include The Row, Loro Piana, and Brunello Cucinelli.
The newly-appointed designer, Sabato de Sarno, has been entrusted with the mission of restoring Gucci’s reputation as a pinnacle of luxurious fashion. He aims to position Gucci alongside esteemed houses like Hermès and Brunello Cucinelli in the realm of Quiet Luxury. Although the results of his work won’t be visible for a few months, Gucci must maintain its commercial presence during this transition period, while keeping its messaging to a minimum.
In the world of luxury advertising, an unwavering principle dictates that when a brand has nothing substantial to communicate, it should utilize models against a plain gray cyclorama background, ideally captured by the acclaimed photographers Mert and Marcus.
However, starting from 2023, Gucci will introduce a new approach, replacing the traditional gray cyclorama background with a monochromatic colored backdrop. This shift in aesthetics is evident in Gucci’s recent campaign for the Gucci Horsebit 1955, which may not leave a lasting impression, but it has the immense advantage of aligning with the brand’s repositioning efforts without diluting its image.
Useful links:
– The Row Official Website
– Loro Piana Official Website
