Fashion campaigns using art

GUCCI SS18 UTOPIAN FANTASY D

iversity and inclusion, which are the real grounds for creativity, must remain at the centre of what we do. Creativity is our North Star’ (Marco Bizzari, WWD). This quotation is at the forefront of the design of this campaign. The three women that appear to be floating in the air are of three different heritages. This is shown through the colour of their skin and their hairstyles but not in difference of dress inferring that Gucci is an inclusive brand and products can be adapted to different cultures. In addition to this, the positioning of the three in the air may suggest that no culture gives you a higher status over others but wearing Gucci products gives you a feeling of being out-of-this-world. The construction in the background of the image is unidentifiable for a specific famous landmark but shares architectural features with buildings such as the Vatican and the Taj Mahal. This may reiterate ideas of inclusivity but could also suggest that these women are of equal importance and power as they are the main focus of the image and the same height as the structure. A comedic feature used is the game being played where the women are catching aeroplanes out of the sky. Potentially, this is implying omnipotent, mythical powers which the consumer may feel if they purchase a Gucci item as these are the traits that are associated with Gucci’s recent branding. The artist has created a blue sky in the background which is being masked by orange tinted clouds. Orange is known for emoting excitement and energy as well as clouds often inferring magic and wonder. The orange could be created by the aeroplanes in the sky which may be a social comment on air pollution and global warming. However, it could also be implying that the arrival of the three women wearing Gucci are conveying excitement and energy; hinting at consumers that they would feel the same emotions themselves. This Gucci campaign is entirely ‘painting based’ which is a ‘first for a fashion label’ (Jasmine Cottan, Fashion Industry Broadcast). This shows the evolution of the extent to which fashion and art collaborates.

As well as using technology to create digital art, campaigns have also been created in collaboration with a more traditional artist. Burberry, for example, launched a campaign with British artist Luke Edward Hall where a photograph and a portrait sat next to one another. Within this work, Hall used a ‘mixture of mediums including watercolour, oil pastels, and chalk for his interpretations for both the latest womenswear and menswear collections’ (Jessica Goodfellow, The Drum). This was an attempt to go back to their brands artistic essence as Testino stated, ‘In this digital world we are living, the softness and handmade feeling adds something intimate’ (Jessica Goodfellow, The Drum). The use of the drawings added a ‘human element’ which may attract consumers as millennials are seeking after authentic brands (The Financial Times).

COLLABORATION between artists and designers