Gucci’s Chief Executive Backs Alessandro’s Work in Retail to Boost Brand Desire
Gucci’s resurgence has been creative positive news for some time now. Not surprisingly, this is not by accident. Creating brand desire and supporting creative director Alessandro Michele are at the heart of Marco Bizzarri’s Gucci comeback strategy. From Bizzarri’s interview at BoF:
“You can have super players, but then if the game doesn’t go in the right direction, then it doesn’t matter. Especially in this industry, people make a difference. So without Alessandro, without the team that I have, it would not be possible to achieve this result,” he reflects. “There is no doubt.”
Read more about how Gucci president and chief executive Marco Bizzarri’s Gucci comeback strategy at BoF. For a complete list of BoF’s Top 10 Newsmakers of 2016, read below. Continue reading “TOP TEN BIG FASHION NEWSMAKERS FOR 2016: Alessandro Michele and Marco Bizzarri’s Gucci Comeback Strategy”
Glen Luchford Directs “Gucci Spring Summer 2016” Campaign Fashion Film
We’d only slightly be overstating the case by claiming we live for a well-made fashion film. Fashion in film can make or break a mood, reveal secrets about heroes and villains alike, transport us to a specific time and place. Fashion can live and breathe, moving through seasons and physical space. So why not use a moving medium to capture and describe that movement? Luckily designers and brands are embracing fashion film, more and more, to tell their brand stories. Inspired by BoF’s Top 10 Fashion Films of the Season, we’re going to offer an end-of-season glimpse of some of the year’s best fashion films.
Next up is “Gucci Spring Summer 2016” by Glen Luchford.
For Gucci’s Spring/Summer campaign, creative director Alessandro Michele teamed up with photographer Glen Luchford for a third consecutive season. Set to Q Lazzarus’ “Goodbye Horses” and shot in Berlin at the notorious BahnhofZoo station and on the rooftop of the Maritim Hotel, the resulting video depicts a collective of bohemian peacocks joyously fleeing the local police with clear references to UliEdel’s controversial 1981 film Christiane F.
Mo: Cy Twombly, Mario Schifano & Laura Betti
St: Alessandro Michele
Mo: Elibeidy Danis & Nicole Atieno