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.