The wheel of fashion is always whirling, and the new Spring 2017 ads have started to trickle in. To give an idea of the rapacious pace of a big brand’s machinery, consider Gucci, which just debuted its 86-slide Pre-Fall lookbook, and dropped its Spring 2017 ad campaign yesterday. [Imagine the creative manpower, hours, and astronomical production budget behind both.] While some ads simply slickly display product, others tell stories. And the latest Gucci campaign tells the equivalent of a Russian—or rather, Roman—novel.
Photographer Glen Luchford was back at it again with yet another lush, atmospheric shoot (it clocks in at 27 images plus an accompanying video) featuring new models in eccentric outfits. This season, creative director Alessandro Michele and co. upped the ante by mixing in a menagerie of animals. The resulting vibe was The Jungle Book-meets-Wes Anderson. Disaffected-looking youths in decadent designs mixed with lions and jaguars and giraffes in the streets of Italy. A tiger chomps on a logo duffel bag. Etc. Here’s hoping that no animals—or expensive leather goods—were harmed in the making of the campaign.
Speaking of animals, two’s a trend. Versace also released its new campaign yesterday. Shot by Bruce Weber, it features Edie Campbell and Anna Ewers hanging out with a stable of horses in the Kentucky countryside. Capturing the athleticism of the collection, Campbell balances standing on the back of a horse, in the windbreaker look she wore while opening the Spring 2017 runway show.
All of that is impressive and good, but how many times have we seen Edie Campbell riding horses in the pages of fashion magazines? The answer: Many. Off the top of my head, there was the Lanvin Fall 2014 campaign she did with her family members and beloved horse, Dolly. That same season, Campbell posed in gothic clothes alongside a black stallion for Alexander McQueen’s haunting campaign. And then, there was a recent Vogue editorial, her Gucci Masters stint, and her horsey Instagram feed. Although I’m all for models with extracurricular activities, it just seems like Campbell plus horses is a bit too played out.
In other campaign news, Gigi Hadid stars in the Spring 2017 Stuart Weitzman ads. Posing naked? Check. Shot by Mario Testino? Zero surprises there. Featuring a style (the “Gigi Boot”) designed by the 21-year-old herself? Didn’t bat an eyelash.