FASHION EDITORIAL

These type of Gucci’s advertisement was characterized, in three words, by luxury, strength, and sex. Mario Testino wasn’t the only one who exemplified these themes, but Luis Sanchis (Spring/Summer 1998), Steven Klein (Fall/Winter 1998), Alexei Hay (Fall/Winter 2000) and Terry Richardson (Fall/Winter 2001 and Spring/Summer 2002) also showed the sensual Gucci trademark. After Tom Ford’s era, which ended in 2004, Gucci entered in an uncertain period. Alessandra Facchinetti stayed as Gucci’s creative director for a short time due to disagreements with the management. She took the helm and did three seasons Spring/Summer Resort 2005, Resort 2005 and Fall/Winter 2005. Furthermore, in her few seasons she was working with Mario Testino, Craig McDean, and Mert & Marcus for the ad campaigns.

The succeeding of Facchinetti was Frida Gianni. She redefined the ad campaigns exchanging sexuality for a more sophisticated sensuality. Gianni’s first campaign was Spring/Summer 2005. As a difference, Gianni’s campaigns were focused on Gucci’s tradition more than the scandals creation as was it seen in Mario Testino’s images under the direction of Tom Ford. Her ad campaigns were a tribute to the roots of the brand and Gucci’s craft tradition. The last go ad campaigns under Frida Gianni was for the Cruise 2015 collection.

Under the leadership of Alessandro Michele, Gucci’s aesthetics has drastically changed. It started with the Pre-Fall 2015 collection. The clean lines employed by Giannini were subverted by Michele’s exaggerated designs bordering on cheesy designs, promoting photographers like Glen Luchford and Ignasi Monreal to execute the designer’s whimsical fantasies.