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Gucci Cruise 2017 Ad Campaign Dazed
Gucci Cruise 2017Courtesy of Gucci

Shooting Gucci in the English countryside

Alessandro Michele brings together anarchy and aristocracy for the house’s Cruise 2017 campaign

Setting its latest ad campaign in the stately Chatsworth House, Gucci brings its particular brand of cool back to its origins in the English countryside. Home to that same eccentricity that is at much quintessentially British as it has become quintessentially Gucci under Alessandro Michele’s direction, the country manor serves as a delightfully strange but appropriate setting for the brand’s Cruise 2017 collection.

Shot once more by Michele’s favourite, Glen Luchford, the campaign stars the great British actress Vanessa Redgrave alongside a gang of younger models engaged in the obvious countryside pursuits of picnicking, gardening, horse riding and feeding chickens (dressed head-to-toe Gucci, naturally).

Reminiscent of a classic Rolling Stones photo shoot, these images are the continuation of Michele’s narrative of mixing old-school heritage with references to anarchic subcultures in his clothes, writ large. In the grand halls and rolling acres of Chatsworth estate, the man who sees Elizabeth I as “the first rockstar” has found the perfect place for this blend of anarchy and aristocracy that continually makes Gucci so desirable season after season, to run riot.

Check out the campaign video below: