Gucci

News| 14th September 2021
Gucci
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GUCCI LIFESTYLE: THE MAGIC OF EVERYDAY LIFE

Perfectly in tune with the spirit of the collection, the campaign to mark its launch unfolds in dream-like imagery where wonders and enchantments reign supreme. The photos and video were shot by Max Siedentopf in Tuscany at Castello Sonnino, a 16th-century fortress built by the Medici family. As if by magic, everything is transported into a fluid universe, where nothing is as it seems and unpredictable antics lie in wait around every corner. Notebooks flutter like birds, pencils blossom like flowers, pencil cases become volcanoes and erupt clouds of smoke in vibrant colours; reflections and visual distortions call into question whether what you see is real or not. Pastimes materialize in a dreamlike world as houses of cards become larger than life, and games of backgammon are interrupted by a society of snails. Everything is turned upside down and inside out as in Alice in Wonderland: the bedtime ritual is held outdoors on green lawns with pyjamas, pillows, face masks and slippers printed in Gucci’s beloved patterns. In this bewitching, lyrical atmosphere, spectators cross the threshold into another dimension.

Shop Gucci’s New Lifestyle Collection at Chadstone - The Fashion Capital via Click & Collect.

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