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Gucci SS16 campaign
Gucci SS16 campaignPhotography Glen Luchford

Skateboarding model holds peacock in Gucci’s SS16 campaign

Glen Luchford encapsulates Alessandro Michele’s eccentric vision with a series of images shot in Berlin

Gucci has changed a lot since Alessandro Michele took the reins. Frida Giannini’s glitz ‘n’ glam aesthetic has been eschewed by Michele’s eccentric one – and nothing demonstrates this more than the house’s SS16 campaign which features, among other things, a skateboarding model holding a peacock. As the designer said last year, “Luxury means that you show the way you dress with eccentricity.”

For this campaign, renowned photographer Glen Luchford took the cast to Berlin where he shot them in variety of locations including a rooftop and what appears to be a nightclub bathroom. The city’s brutalist urban, and perhaps gritty, landscape stands in contrast with the chintzy, floral and lurex fabrics of the collection. However Germany is present in this campaign in more ways than just geography – according to the house, the campaign took inspiration from the country’s 80s pop culture. 

As for the models themselves, the cast features a roster modelling industry’s freshest faces such as Peyton Knight (conspicuous by her trademark 70s mushroom crop), Polina Oganicheva and Elizabeth Moore. Styled by Jane How in the brand’s SS16 collection, they perfectly encapsulate Michele’s eccentric vision.

Watch Gucci’s SS16 campaign film below: