FALL/WINTER Archives | AARB Magazine

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GUCCI HOLIDAY AD CAMPAIGN 2018

Clearly 2018 was the year of Gucci as the house owned the lead in fashion digital storytelling. So it should come as no surprise that to ring in the new year Gucci has launched a jammed packed holiday campaign and film that also ties into a bevy of new features for the Gucci App.

The campaign is centered around a film by Petra Collins featuring a diverse cast counting down to midnight to see in the New Year. Cher’s 1979 Take Me Home provides the boogy-to-the-woogy in a party filled with balloons, champagne, and plenty of glitter. The campaign was lensed at Le Roi, a cinema and dance hall in Turin (also known as the Sala da Ballo Lutrario – the Lutrario Ballroom), which opened in 1926 and the interior of which was redesigned by the Italian architect, designer and photographer Carlo Mollino in the 60’s. It is a festive narrative mash up of an 80’s John Hughes film with an ABBA video.

To augment the campaign the digital team has amped the Gucci App with exclusive interactive contents to engage customers and promote the spirit of gifting. A special Gucci Gift Box will reveals different virtual presents every day by shaking the mobile devices. Like an advent calendar, users will be able to discover different contents day-by-day and then purchase the products through the website. A further section of the App gives users illustrated photobooth stickers of party paraphernalia – balloons, champagne glasses, hats, horns – as well as some Gucci accessories like bags and shoes, which they can apply to messages. Plus there is a large variety of seasonal smartphone wallpapers for users to decorate their devices.

That is a lot of digital, but then again, what can one expect from the leaders of digital for 2018 other than to be excited for what awaits in the new year.

Gucci Creative Director | Alessandro Michele
Agency | Simmonds ltd.
Creative Director | Christopher Simmonds
Photographer & Director | Petra Collins
Models | Alexandra Kasperovich,Edwina Preston, Eliia Sopia Coggins, Julia Huang, Amelleah Thomas, Haytal Blackwood, Eli Beidy Martinez, Tex Santos Shaw, William Valente, Dwight Hoogendijk, Matisse Rucko, Ryley Cole, Tom Atton Moore, Fisher Smith, Zeno Gorgels, Aaron Sirainen, & Thiam Tamsirr
Stylist | Jonathan Kaye
Hair | Alex Brownsell
Makeup | Niamh Quinn
Street Casting | “Extras”: Midland
Music | “Take Me Home” by Cher | (B. Esty / M. Aller)| © Rightsong Music Inc. | Su licenza di Warner Bros. Music Italy S.r.l. | (p) 1979 Universal Music Italia Srl
Location | Le Roi di Toni Campa & Luciana De Biase

SYNCED: TREND FALL 2018

Looking back at the Fall 2018 runway shows, a distinct trend that was seen was the use of corsets. This trend was incorporated into designs as a way of added layers or for greater detail.

Versace, Dolce & Gabbana, Alexander McQueen, Balmain, Prada, and many more have embraced this trend. Versace along with Prada have incorporated corsets as a top layer, making the look more prominent.

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BOUDOIR: TREND FALL 2018

From the bedroom to the runway, the fashion world is flooded with this risquè boudoir fashion trend for Fall 2018.

The “boudoir” style is derived from outfits that women would wear in their private room or bedroom. Combinations of silk, lace, and sheer fabrics create a feminine look that is sexy while still being demure in its own way. This style is for the daring, boss ladies of the world who are craving to make a statement.

Dolce & Gabbana and Alexander Wang both portrayed the darker, more night appropriate side of the boudoir trend. Designers like Blumarine and John Galliano used light, flowing fabrics that exude femininity. Peter Pilotto used a spectrum of vibrant hues and satin, robe-inspired ensembles, that bring the worlds of comfort and fashion together in a unique way.

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FUTURISTIC: TREND FALL 2018

The Future is Here! During Fall 2018 The Impression noticed an abundance of a futuristic trend vibe featuring metallics of all colors, neon designs, and accessories that are out of this world.

Designers like Alexander Wang, Maison Margiela, Calvin Klein, and Balmain were not afraid to show off these bold fabrics in their designs. Alexander Wang kept his designs simplistic by incorporating pops of metallics into his sleek black designs. Maison Margiela was all about the accessories, featuring metallic shoes and see-through space helmets. Calvin Klein featured sophisticated silver metallics into both clothing and accessories. Balmain was all about the fabrics, using colorful rouche and metallic fringe.

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