Gucci’s latest ad campaign for their pre-fall 2019 collection takes fashion enthusiasts on a journey back in time to the ancient world. Creative director Alessandro Michele once again demonstrates his unique vision by placing rollerbladers inside the historic Temple of Hera in Selinunte, Sicily. The juxtaposition of modern-day activities against the backdrop of an ancient Greek temple creates a striking contrast that captures the imagination.
The campaign, shot by acclaimed photographer Glen Luchford, showcases a diverse cast of characters roaming the ancient ruins of Selinunte. From bodybuilders to punk rockers, and roller girls, the imagery exudes a sense of cultural fusion and artistic expression. Michele’s eclectic choice of fashion pieces, including floral prints, equestrian motifs, and English cricket blazers, adds a touch of whimsy to the ancient setting.
One of the highlights of the campaign is the introduction of a new feature on the Gucci app, allowing fans to virtually immerse themselves in the Temple of Hera through a unique photo booth experience. This innovative use of technology further enhances the brand’s commitment to engaging with consumers in creative and interactive ways.
Michele’s fascination with the ancient world is a recurring theme in his work, as seen in previous collections like the 2018 cruise show in Alyscamps. By choosing Selinunte as the backdrop for this campaign, he pays homage to the rich history and cultural significance of the ancient Greek city. The inclusion of surfers in the video adds a touch of modern Californian flair to the ancient Sicilian setting, creating a visually compelling narrative that blurs the lines between past and present.
Overall, Gucci’s rollerblading in the ancient world campaign is a testament to the brand’s ability to push boundaries, challenge conventions, and inspire audiences with its innovative approach to fashion advertising.
To learn more about Gucci’s latest collections and campaigns, visit their official website here. If you’re interested in exploring the ancient ruins of Selinunte and other historical sites in Sicily, check out this travel guide here.
