Gucci introduces its psychedelic collection campaign

A NEW campaign for Gucci’s GG Psychedelic Collection creates a dreamscape of nocturnal refractions and reflections. In keeping with the colour, energy and dreamlike attitude of the pieces. Inspired by the spirit of ‘70s psychedelia, with its visual distortion, surreal imagery and wide colour spectrums, the campaign takes us into a fantastical night club where visitors are dressed up for the occasion.

From the cloakroom to the dance floor, the images by Jordan Hemingway are infused with the reflected light from mirror balls. The pictures and accompanying film take their cue from the spirit of the collection, where Gucci Creative Director Alessandro Michele has whimsically reinterpreted the Gucci logo, rendering it in a new form with a streetwear attitude through the addition of a multicolor stars motif, creating a thoroughly contemporary and distinctive pattern applied to different pieces, including men’s and women’s ready-to-wear, handbags, luggage, shoes, small leather goods, accessories and a watch, and inspires a range of fine jewelry.

Image from the Gucci GG Psychedelic Collection

Image from the Gucci GG Psychedelic Collection

The GG Psychedelic Collection will be promoted at selected Gucci stores worldwide, which will feature dedicated windows, and across Gucci’s digital channels. Gucci Pins, ephemeral stores inspired by the pins seen on interactive digital maps, will also highlight the Gucci Psychedelic items in several cities. Bespoke entertainment will also be unveiled on the Gucci App and in several Gucci Pins, furtherly leading visitors in the immersive spirit of the collection and welcoming them to join the party.

View the video below:

Credits
Creative Director: Alessandro Michele
Art Director: Christopher Simmonds 
Location: Pryzm, London
Photographer and Director: Jordan Hemingway
Hair Stylist: Alex Brownsell
Make Up: Thomas De Kluyver
Styling by Alessandro Michele

by Emma Hart

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