Courtesy: Gucci

Few things in life are as classic yet contemporary like luxury fashion house, Gucci. From the modern reinterpretation of their classic women’s bags in their Summer collection to the creative conflation of pagan and youth culture in their Pre-Fall collection, there’s nothing quite like Gucci on the market today. They’re also one of the few heritage brands, that we know and love, that’s been able to successfully combine their timeless heritage classics with 21st century tastebuds—and we love it. Their Towards Summer and Pre-Fall collection are perfect examples of this.

In their Towards Summer collection, the brand’s creative director, Alessandro Michele, has reimagined the timeless GG Marmont, Ophidia, Sylvie and Rajah lines as more relaxed and summery. All of which feature distinctive Gucci hardware and decorations. The restyled bags exude a spirit of easy, warm- weather cheekiness, which anyone who’s a longstanding customer of theirs, would love.

Gucci’s Pre-Fall 2019 collection on the other hand, is the epitome of boho-chic. The campaign film, by Glen Luchford, was shot among the ruins of the temples of the Selinunte Archaeological Park in Sicily, Italy. Which lends whimsy, nostalgia and ironically, a sense of camp to the film.

The collection itself is a creative discourse with antique worlds and contemporary youth culture. Michele reimagines the once home of pagan culture, as a mythical place suspended in time were diversity flourishes in harmony. His contemporary creation of freedom and expression where the antique becomes a catalyst for the present. And the inclusion of contemporary youth cults in the middle of the ruins speak to a surreal and fantasy world, which is also echoed in the collection, especially in the shoes.

Here’s a look at our favourites:

If you can’t get enough of Gucci’s Pre-Fall 2019 campaign, download their App, from the App Store where you’ll be able to experience exclusive never-before-seen behind-the-scenes images and videos from the shoot. You’ll also be able to take pictures with their digital photo booth. Enjoy!

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