gucci, Dionysus bag, alessandro michele, the girl from FUSS, rhea gupte, fashion photography, digital art, white hair, bob
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gucci, Dionysus bag, alessandro michele, the girl from FUSS, rhea gupte, fashion photography, digital art, hands, sea, beach
gucci, Dionysus bag, alessandro michele, the girl from FUSS, rhea gupte, fashion photography, digital art, white hair, bob
 
gucci, Dionysus bag, alessandro michele, the girl from FUSS, rhea gupte, fashion photography, digital art, white hair, bob

Project Brief

Showcasing bags from the Dionysus collection

Client

Gucci

Concept

Delving deeper into what the brand has become and why everybody aspires for a Gucci state of mind

Credits

Creative Direction, Photography, Styling,by Rhea Gupte

Styling Credits

Gucci garments and accessories

While several luxury labels frantically attempt to find the non-existent reigns of the ever changing digital age, there are some who have mastered the art with a kind of zen disposition only palpable to the owner of the horse which already won the race. As the debate of how much sharing is too much or too little, heightens at some brands, others seem to naturally morph into a digital darling challenging their own creativity along with that of their massive followings. Gucci is one such brand. One look at their Instagram feed will easily have one devoted to their self-produced campaigns, collaborations with artists the world over in a multitude of fields and the intelligent descriptions of beautifully conceptualised projects.

In a time where thought and the creative process easily take a backseat to a major celebrity splashed across our screens; this approach comes as a welcome and much needed break. Although the end goal and ultimate purpose of most fashion related social media is to sell in some form or other, taking away conversation and setting formats seem like a misuse of a power which can be so much more when harnessed correctly.

It isn’t a surprise though, that Gucci is the poster child for all things good that a luxury brand can do. The rebirth of the label under Alessandro Michele has been a fairy tale, the kind which may be narrated for years to come. From persistent attempts at reducing gender disparity, to injecting honest inspiration from his roots, the label, irrespective of it’s exclusive pricing has achieved the feat of being relatable to a mass audience. Since his debut, Michele scores every point with the ease of seasoned player. With authentically styled runway looks which may remind you of a girl you are friends with or a guy who went to your school, the brand creates a narrative instead of making a singular, one dimensional aesthetic statement. The campaigns produced are more like a bunch of friends hanging out rather than a sort of artificially construed ‘squad’, albeit, with a sanction of thousands of dollars for wardrobe. Understandably, everybody wants a piece of Gucci. An acquisition no longer limited to the wardrobe but to a state of mind which provokes to create beyond the usual, beckons to have pride in where you come from and undeniably encourages to be exactly who you are.





Join the conversation

  1. How right you are – It’s not about owning Gucci, it’s about being a Gucci girl! It’s a state of mind, this sense of expression, this sense of boldness that we all so badly want not only in our closets but in our state of minds! Gucci has managed to delve into the digital realm with no difficulty and has captured our hearts and our heads not only with their innovation but also with their dedication to their heritage – A+ for Michele!

    x
    Shloka
    thesilksneaker.com

  2. This editorial is absolute perfect! I love the bold colors, patterns and textures against the muted backdrop. Absolutely phenomenal! I agree that Gucci has been on the forefront of revolutionizing the digital platform to provide something new. There are definitely luxury brands who are the first to start/engage with consumers through platforms, but the use of a digital platform to share unique editorial concepts is really nice to see. It almost demands others to use these social spaces for innovation and creativity that is unique to that consumer group. PS – so glad you were able to connect with Shini! 🙂

  3. OMG Love these photos – so inspiring and love the composition!
    ..and of course – craving that GUCCI bag <3

    xxx and kisses from Berlin,
    Tina.