Tapping into the zeitgeist of popular science fiction, Gucci Creative Director Alessandro Michele eschews the Abram-esque vision of Star trek and fully embraces the retro-futurist settings of Roddenberry’s original series with her fantastic Gucci Fall/Winter 2017 campaign. Going where no fashion brand has gone before, (Star trek) Gucci Beyond joins the bridge of what appears to the USS Enterprise 1701 in a alchemical mix of high fashion, alien motifs, scene-scapes and even the Creature of the Black Lagoon.
“Anytime I see a movie or a TV show where there’s people from the future or another planet, they’re all wearing the same thing – The one-piece silver jumpsuit, V-stripe, and boots. We’re going to be visiting other planets, we want people to know we’re on the same team.” – Jerry Seinfeld
The muse of 1950s and 60s sci-fi genre proves an apt canvas for Alessandro Michele’s latest Gucci campaign. The Fall/Winter 2017 campaign was first delivered as a collection of Instagram posts in April as Gucci explored brave new worlds – finding new life and sharing their vision of new couture in a universe of humanoids, aliens, robots and earthlings in a galaxy far, far away.
In Gucci’s vision of retro-future, one can be thankful that Seinfeld’s and Star Trek’s vision of the one-piece uniform with boots never comes to pass, instead, human characters togged out in a dazzling array of textures and colours which comprise of the Gucci Fall 2017 campaign greet extra-terrestrials and battle dinosaurs on Earth’s pre-history before being beamed up to psychedelic starship juxtaposes high fashion with sci-fi in a wild, never before seen fantastical composition which underscores how brilliant the commentary is.
Appointed creative director of Gucci in January 2015, Michele is known for his over-the-top creative direction; testament to his unbounded, unconstrained vision and talent, he was first tapped by Tom Ford in 2002 where his 12-year tenure within the Gucci design studio spanned a wide variety of roles, by May 2011, he was second only to then Creative Director Frida Giannini.
The house’s Fall Winter 2017 espouse Michele’s larger than life style – with him less isn’t more – more is more and some how, the crazy pattern mixing, embroidery and high sheen almost chrome aesthetic makes even the most classically oriented gent (but then I am a self-confessed Trekker) get beamed aboard Starship GucciandBeyond.
The original Star Trek inspired series with the Star Wars intro is creating such waves that even fashion-averse geek sites like iO9 have picked up this latest Gucci Fall 2017 campaign. Luxuo is off the opinion that even Michele’s vision of Trek might be more interesting than the mixed-reception that is Star Trek:Discovery.
The new GucciandBeyond campaign begs you to take a leap to the fashion frontier, instead of exploring brave new worlds, it’s an exploration of adventurous sartorialism. Surprisingly, it is to art director Christopher Simmonds and Director Glen Luchford’s credit that this B-movie trailer doesn’t feel kitschy at all. Complete with Ray Harryhausen-like stop-motion effects and a hovering UFO, Gucci is likely the only fashion house which is currently in possession of a Fall 2017 campaign trailer that people actually want turned into a regular series: #gucciandbeyond