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Gucci AW15 campaign Glen Luchford
After Frida Giannini’s abrupt departure from Gucci this year, Alessandro Michele was left with 5 days to create a collection. This, his first campaign, captures the bohemian androgyny which has become his staplePhotography Glen Luchford

Gucci’s new era gets a campaign to match

It’s the first to feature a collection designed by recently-appointed creative director, Alessandro Michele

If you needed proof that Alessandro Michele is taking Gucci in a whole new direction, the AW15 campaign – starring his first collection for the house – has just dropped. Like the similarly-lensed Glen Luchford Pre-AW images (featuring Michele’s successor Frida Giannini’s designs) it strips back the bronzed, toned models of ads past to celebrate Michele’s new, bohemian vision for Gucci. Elements of the house’s heritage remain – like that iconic GG print and the equestrian detailing spotted on the loafers leisurely hanging out a car window – but they’ve been updated for a new, androgynous muse.

The images, shot in Los Angeles, feature Michele’s bright young things – well-dressed but pointedly dishevelled – as they ride the bus, wait for the subway and stand on the street while people bustle past them. They offer a more relatable image of Gucci – a living, breathing vision of the Italian brand. See the full series in the gallery above, and head here to read why Gucci is getting everyone’s attention right now