Gucci's S/S16 campaign takes peacocking to a whole new level


Alessandro Michele’s 2015 takeover as Creative Director at Gucci has transformed the labels streamlined designs into a whole new eccentric direction, dictated by bright decadence and vintage inspirations.


These themes are incredibly evident in the exclusive glimpses of Gucci’s exuberant Spring/Summer 16 campaign shoot. It features models wearing loud matching sets; shiny emerald green brocade suits, and patterned bomber jackets, with a special appearance of a peacock. This takes the term peacocking to a whole new level...


The cinematic campaign takes place in Berlin, following the Autumn/Winter campaign set in Los Angeles, and highlights the collections inspiration by the city it is shot in. For S/S16 it is said to be inspired by German’s 80s pop culture, however there are still strong 70s theme within the collection.


Photographed by Glen Luchford, Gucci’s S/S16 campaign is a far cry from Tom Ford’s high-gloss shoots. However, the Berlin backdrop brings the whole shoot together and creates an intimate narrative between the city and the extravagant, yet beautiful designs.