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Gucci pre-fall 2015 campaign by Glen Luchford
Julia Hafstrom and Jack Chambers for Gucci pre-fall 2015Gucci

Check out Alessandro Michele's debut Gucci campaign

The minimal Glen Luchford images are just one more sign of the brand's big shake-up

Thought Gucci was all glitzy, glamorous Italo-babes? Well, Alessandro Michele has other ideas. For his first campaign since taking over as creative director, Michele tapped British photographer Glen Luchford, with styling by Joe McKenna and makeup by Dazed beauty editor Yadim. The pre-AW15 images present a very different ideal of the Gucci man and woman: a vision of soft, sensuous romanticism. 

In one image, model Julia Hafstrom slouches on a threadbare suede sofa while eyeballing Jack Chambers' torso as he walks away from her. In another shot, Chambers is captured in the middle of slipping off his jumper. His face is never glimpsed in the whole campaign, which lends a certain frisson to the whole series of images – but it's certainly a different kind of eroticism for Gucci than the kind envisioned by Tom Ford and inherited by Frida Giannini. 

The new campaign was debuted in full on Business of Fashion this morning. The publication notes that the collection in the campaign is actually designed by Giannini. Due to her sudden exit from the brand, the responsibility for creating the images fell on Michele, her successor. It makes for an interesting contrast: Giannini's vision of Gucci, as reinterpreted through Michele's eyes. 

What do you think of the new Gucci?