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Work / Photography

Peacocks, 70s baroque and Wes Anderson vibes in Berlin for Gucci’s AW16 campaign

A motley crew of models in lace shirts, sequin jackets and brocade suits star in the recently revealed AW16 Gucci campaign. Featuring a skateboard, a stuffed peacock and Gucci’s trademark excess, the new campaign, shot in Berlin by Glen Luchford, is an ode to an epic night out. The campaign boasts a palette worthy of Wes Anderson, with Jane How’s styling impeccably brought together with set design by Gideon Ponte. Set in a pink-tiled bathroom, in a Berlin U-Bahn station and on a rooftop at dawn, never has taking the night too far been so lavishly accessorised.

Along with models Peyton Knight, Jacob Hugo Goldhoorn and Polina Oganicheva, Berlin itself is a central character in the SS16 campaign, which plays to the city’s down-at-heel, post-industrial landscape.

Since Alessandro Michele was appointed as creative director of Gucci last year, the Italian house has undergone a total overhaul and become a go-to for eclectic, ritzy style. Less than a year since taking over from Frida Giannini – the subject of the James Franco-directed documentary The Director – he was nominated for the International Fashion Designer of the Year award at the British Fashion Awards last November.

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Glen Luchford: Gucci SS16 campaign

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Glen Luchford: Gucci SS16 campaign

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Glen Luchford: Gucci SS16 campaign

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Glen Luchford: Gucci SS16 campaign

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Glen Luchford: Gucci SS16 campaign

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Glen Luchford: Gucci SS16 campaign