While Gucci can certainly be counted as a heritage brand, with more than a century of history to fall back on, it is also one of the most forward-looking of all the luxury fashion houses – especially in terms of marketing.
With prints and emblems that are instantly recognisable, its strength lies in balancing the classics with current trends, meaning its appeal to younger audiences is second-to-none.
Gucci’s marketing – from 2012’s Forever Now campaign shot by Peter Lindbergh to Alessandro Michele’s 2022 Exquisite – often grabs headlines in much the same way as its catwalk collections.
The house always places an emphasis on inclusivity and has a willingness to embrace popular culture head on. In contrast to other luxury brands Gucci did not hesitate in jumping on board the social media train, and has reaped the rewards by consistently capturing the imagination of new generations.
And that brings us to Gucci’s new campaign that launched last week and which unites some of the brand’s most recognisable jewellery and timepiece creations including the Gucci Dive and G-Timeless watches.
Focusing on the house’s signature GG logo, the campaign features the Interlocking G and GG Running lines and include necklaces, earrings and rings in white and yellow gold and diamonds.
The G-Timeless watch collection – a unisex 38mm automatic model with a green alligator-leather strap and a 32mm quartz edition with a steel and yellow-gold bracelet, both with stunning malachite dials – takes a starring role, as do two smaller, steel, quartz variants with a striking lapis stone dial or a delicate pink lacquered face. Each dial hosts 15 applique bees, a signature house symbol.
Prominent in the new photographs and film is a 40mm self-winding Gucci Dive watch with a steel bracelet and a black ceramic dial Water resistant to 300 metres. The model marks a new technical aspect to Guccis core collection watches.
The brainchild behind the new campaign is Paris-based editor, creative director and photographer Ezra Petronio. No stranger to luxury, Mr Petronio, the co-founder of creative agency Petronio Associates, has worked on branding for Saint Laurent, Louis Vuitton, Prada and Chanel.
After co-founding the French biannual fashion Self Service, Mr Petronio began shooting portraits, which led to him working for Love Magazine, WSJ and Porter, among others.
Today, known as one of the world’s most influential art directors, Mr Petronio is in high demand from brands who appreciate that visionary campaigns can transform and reinvigorate a product.
Mr Petronio’s creative partner on the project was his colleague Lana Petrusevyc. Models Arina Besedina and Taemin Park are the faces for the new ads, while makeup artist Thomas de Kluyver and hairstylist Paul Hanlon bring glamour and sophistication to both the models and the pieces.
