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CRUISE 19 CAMPAIGN glen luchford
Gucci Cruise 2019 CampaignPhotography Glen Luchford

Gucci literally rebuilt Noah’s Ark for its latest campaign

From God’s lips to Alessandro Michele’s ears

Remember the Gucci Cruise 2019 show in May? It took place in a Roman cemetery with models walking down a fire-lined catwalk. Major! Well, now the brand’s creative director Alessandro Michele has unveiled the (equally major) campaign for the collection.

For the #Guccigothic campaign, Michele takes us way back to biblical times, presenting a Noah’s Ark-inspired series of images. Featuring a whole host of animals – even more than Harry Styles’ gang of farmyard friends – the images and short film were shot by Michele’s long-time collaborator, Glen Luchford.

The film shows a Gucci-wearing community living on a rural landscape alongside wild animals in harmony. Knowing the flood will be upon them soon, they all board the giant wooden ark and are safe. Luchford’s images show the community before the flood in more detail; featuring farm animals as well as tigers, elephants and deer interacting with the models who are dressed head-to-toe in fabulous fashions (naturally). 

Before the rapture arrives, Gucci is presenting its SS19 collection in the one-off location of Paris on September 24 – as the finale to Michele’s three-part homage to France.

Head to the gallery above to view more and check out the film below.