Hubert Burda Media

Gucci Goes British

Alessandro Michele explores punk subculture in Gucci Cruise 2017 campaign.

Gucci Cruise 17

Alessandro Michele keeps shaking things up at Gucci. After the recent Instagram phenomenon that is #GucciGhost graffiti showcase, the creative director launches the brand’s Cruise 2017 campaign, and it is as far as the “old Gucci” as possible.

Set at Chatsworth, the home of the Duke and Duchess of Devonshire, the campaign celebrates British culture. Predictably, there is the grandiose of British regalia. Unpredictably, the stately surrounding is juxtaposed with a group of young people, dressed in punk attributes, surrounded by chicken and dogs.

Gucci Cruise 17

The 70s punk youth subculture, one that Michele cites as “a source of constant inspiration”, is also present in a portrait of a young girl alongside senior British actress Vanessa Redgrave.

The spirit of the campaign mirrors the season’s menswear trend, which sees designer use regalia emblems to decorate dressed-down attires. For the brand, it also signifies a three-year cultural partnership with Chatswick.