Gucci for its 2018 Spring campaign took the ‘Fashion is art’ thing all the way through this time. Known for their Luxurious, over the top campaigns and complete maximalist philosophy, especially since Alessandro Michele took over as M.O, the Italian fashion power house has had a strictly over-the-top modus-operandi. Just last week they released a Pre-Fall 2018 lookbook and provided a first look at Dapper Dan’s new Harlem atelier and now it’s a campaign that’s so Bougie, it’s probably already earned a place in some museums as we speak.
While previous ads have incorporated everything from dinosaurs and UFOs to flamingos and cows, its latest set supports the theme of antiquity we saw at its monument-steeped runway show a little earlier in September. Michele and co. traded in its glossy photographs usually lensed by Glen Luchford, for fantastical, surrealist digital paintings by Spanish artist and illustrator Ignasi Monreal.
The illustrator no newbie to the fashion scene and having already worked with with Dior on a campaign for Lady Dior handbags, created social media content for J.W. Anderson, and even contributed illustrations to Louis Vuitton’s current New York Exhibition, Volez, Voguez, Voyagez. He has also previously worked with FKA Twigs on a number of projects, including collaborating on some creative level for her music video for “Two Weeks,” and designing tour merchandise Titled “Utopian Fantasy,” this campaign references some of our most beloved fairy tales and features no shortage of delicately hidden details: the logo tote-carrying golden knight checking his iPhone atop a horse; the “Snow White” scene in which the titular character wears the brand’s oversized glasses and Snow White- printed sweater; the mermaid fins poking out of the crystal evening gowns in a quiet cove.
And it already seems they have an art appreciating fan base in there twitter account, @TabloidArtHist, which cleverly juxtaposes current pop cultures images with famous works of art (or, as the Twitter bio describes, “Because for every pic of Lindsay Lohan falling, there’s a Bernini sculpture begging to be referenced.”) “Very into these painted gucci spring 2018 adverts,” the account Tweeted out.
Of course, it was also perfect fodder for new content. Just mere hours after the images dropped, plenty of new side-by-sides were up for view. Among the comparisons made: “Sleeping Beauty” by Hans Zatzka; “The Arnolfoni Marriage” portrait by Jan Van Eyck; and, most delightfully, Cate Blanchett as Elizabeth I in the 2007 film Elizabeth: the Golden Age.
The campaign is expected to hit store windows, bill-boards and all in January. Who knows, Gucci may pull another trick from their hat and have it in the museums too. View full images from the campaign below;