Gucci goes to the birdhouse for its Pre-Fall 2016 campaign

Creative director Alessandro Michele has moved on from peacocks to flamingos

By Verinia Khoo | Published: 30 Mar 2016

Gucci PF16 campaign
Photo: Glen Luchford for Gucci

Gucci rolled out yet another eccentric campaign after the Spring Summer 2016 peacock spectacle. The new Pre-Fall 2016 campaign, shot by Glen Luchford, co-stars a flock of flamingos at a birdhouse.

Alessandro Michele's beautiful gender-fluid pieces, decorated with floral prints and insect embroidery, were worn by models who looked completely at home with the generally stoic flamingos. The retro vibe of the campaign is infectious; overgrown vines, old furniture, tattered books and patterned rugs reflect Alessandro's quirky approach to Gucci. Like the peacock in the subway, the flamingos in the birdhouse aren't likely to be forgotten too soon.

Watch the campaign video and see the rest of the images below.

Gucci Pre-Fall 2016 Campaign

Presenting the Gucci Pre-Fall 2016 campaign video. Photographer/director: Glen LuchfordCreative director: Alessandro MicheleArt director: Christopher SimmondsMusic: "Blind Dumb Deaf”Written by William Heggie/ Robin A. Guthrie / Elizabeth FraserPerformed by Cocteau TwinsCourtesy of Universal Music Publishing Limited.By arrangement with Beggars Group Media Limited.

Posted by Gucci on Tuesday, March 29, 2016


Photos: Glen Luchford for Gucci

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