MILAN — Evening has descended on Gucci’s fall ad campaign.
In her fall collection, Frida Giannini, the fashion house’s creative director, replaced spring’s pretty babes with tomboys in glam rock clothes à la David Bowie. In the ads, Giannini has shadowed spring’s sunspots to create a nocturnal mood for fall.
“It’s a whole different feeling. It’s as if the girls were leaving one party to head to a club. To me, it’s very new for Gucci,” said Giannini.
The city nightlife energy was re-created at the Paramount studios in Los Angeles, where Craig McDean shot models Iselin and Snejana. From their blonde Cleopatra-esque wigs to spike-heeled platforms, the girls look like party animals from head to toe.
“My favorite shot is that of the two models in long evening dresses with the intense blur of lights silhouetting the shape of the dresses,” said Giannini.
The campaign breaks in the September issues of fashion publications worldwide.
This story first appeared in the May 18, 2006 issue of WWD. Subscribe Today.