Gucci has released the film for its Pre-Fall 2019 campaign, described as modern-day version of a symposium by Alessandro Michele.
The video, by the label’s longtime collaborator Glen Luchford, is set in the historic Ancient Greek site of Selinunte, founded in the 7th century BC in Sicily, and features a range of characters drawn from the counter-cultural groups typically seen on Venice Beach in California – hardcore punks, rollerbladers, bodybuilders and surfers. Friends or lovers, they are seen doing various activities together. While some of them meet to discuss philosophical and political issues or read poems, others swim and surf, play basketball, listen or play to music, and dance together. Snapshots of people washing their face in the morning, near their tent, brushing their teeth, making out and even walking on rope, are also included.
The soundtrack music is the 1967 single “White Rabbit” by American rock band Jefferson Airplane, from their second studio album, “Surrealistic Pillow”.
Gucci’s Pre-Fall 2019 campaign brings to life Alessandro Michele’s imagining of the classical symposium – an after-dinner festival of music, dance and love. The fashion label enables users of its mobile app to take part in the festivities through a digital photo booth. This available feature allows users to place themselves in the setting of the advertising campaign on screen.