The venerable Florentine house Gucci has entered a cycle of profound change. Farewell to the hippy baroque of the brilliant Alessandro Michele and his “works of art” campaigns. heading to Quiet Luxury at Gucci!
As Chat GPT aptly puts it: “The term Quiet Luxury refers to a sober and discreet luxury style, without visible logo, where only informed people can identify prestigious products. This concept is defined as a luxury that whispers rather than shouts, and moves away from trends of hyper-exposure, celebrities and logomania. This type of luxury is characterized by valuable and expensive products that do not boast regarding it. Quiet Luxury brands include The Row, Loro Piana, Brunello Cucinelli“.
An immutable basic rule in luxury : when you have nothing to say, you must use models with a gray cyclo background, preferably shot by Mert and Marcus.
In 2023, the gray cyclo background is replaced by a monochromatic color background. This is the whole principle of the latest campaign for the Gucci Horsebit 1955which will not make an impression, but has the immense advantage of not blurring the image of a brand undergoing repositioning.