I'm a huge Gucci and Frida Giannini aficionado. I been following the brand since Tom Ford was the helm of the house and Carine Roitfeld functioned as art director to their ad campaigns, which were arguably as influential as their runway shows (shaved G pussy, anyone?). Fast forward a few years, Mert Alas and Marcus Piggott photographed one of my fav superhotmodels Natasha Poly along with male model Ryan Kennedy for the 2010 Spring/Summer ad campaign. This time around, the approach is still sensual, young and very posh but the raw sexual tension we seen in the past years from different Italian designers have gradually decreased in other to appeal to a larger, more naive consumer basis, and that seems to be a smart step, especially in this fastidious recession.
The first thing I noticed beside the fashions, were those vibrant, rich hues from the background, which only successfully contribute showcasing the gorgeous designs from Frida. It only makes me want to take a vacation there. I can already picture myself chilling alongside the pool with my Gucci swintruck on, sipping on Sobe and appreciating such great scenery...but now back to reality. The only thing that bothers me a bit is that this campaign brings me nostalgic images from the 2010 cruise campaign. In both campaigns, the models appear to be lounging by the poolside, "rubbing it in your face" the latest "it" bag of the moment. To me, it just feels like a continuation from Pre-Spring, I wished I saw something more radical, perhaps something more bionic, high-tech, that is more coherent to the collection. A shoot by the pool can turn very banal, no?
Regardless, these pictures do exude this upbeat, young-spirited Gucci consumer that Frida has been talking about after her runway shows. And I just want be one of them.