Gucci F/W 2010 Campaign: Desert Hot

By: Kelly Ahern, guest blogger

Any fashion admirer can tell you about Tom Ford’s dramatic transformation of the Gucci Group. His ability to turn the nearly bankrupt fashion house into a multi-billion dollar superpower in just years is not just incredible it is almost unfathomable.

With a keen eye for trendy design Ford is credited for bringing the glamour back with his incorporation of Halston-style velvet hipsters, skinny fitted satin shirts and metallic patent boots.

In 1995, Ford brought in French stylist Carine Roitfeld and photographer Mario Testino to create a series of modern ad campaigns for the company, resulting in a 90% sales increase by 1996.

As Ford is credited with bringing Gucci back to life, it is the current Creative Director, Frida Giannini, who has given the company its revolutionary fashion-forward edge.

Giannini is best known for creating not only memorable but highly coveted pieces. It’s no surprise that the Gucci’s Fall/Winter 2010 collection is promised to exceed expectations yet again.

The collection is saturated with brown thigh-high boots and skintight velvet pants, a belted fox fur coat and an ostrich motorcycle jacket– all chic fabrics and textures which have come together to create both modern and wearable styles.

Gucci has finally released their entire Fall/Winter advertising, and like many tech-savvy fashion houses, it comes neatly packaged as a full scale integrated-marketing campaign.

Reminiscent of the earlier Tom Ford days, Gucci has returned to the desert, this time the dry Marrakesh, showcasing its cold-weather friendly pieces in an unexpected environment.

In addition to gorgeous, crisp print pieces, photographed by Mert Alas and Marcus Piggott, the campaign also includes a behind-the-scenes viral video featuring footage from Milan’s fall runway show.

The images truly are breathtaking.

Both Alas and Piggott engaged the same technique and angles as in their Spring 2010 Gucci advertisements, giving the already leggy models the utmost elongation.

Giannini seems to have taken her less-is-more approach once again with these looks, making them easy to incorporate into any fashionista’s daily style routine.

Both the models and the collection are sleek, utilizing a palette of rich browns, golds, and aqua blues; bringing a bit of warmth to the somewhat bleaker seasons to come.

Models featured in this cozy, yet fierce campaign include the 27-year-old Brazilian model Raquel Zimmerman and male model Nikola Jovanovic.

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Kelly Ahern is a recent Roger Williams Univeristy graduate living in New England. She graduated with a degree in Communications-Public Relations and a Core Concertration in Italian. She is an aspiring PR professional who loves social media, fashion and traveling. You can find her on Twitter @Kelly_Ahern.

Copyright © 2009-2010 Sasha H. Muradali. All Rights Reserved.

Comments

  1. loving the skin tight boots! It's like they invented what girls wanted all along – fashion convenience. I also started seeing the lacy leggings in the stores. That's an awesome touch to the going-out outfit. Makes me feel like a rockstar!

  2. loving the skin tight boots! It's like they invented what girls wanted all along – fashion convenience. I also started seeing the lacy leggings in the stores. That's an awesome touch to the going-out outfit. Makes me feel like a rockstar!

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