Why Gucci’s Latest Campaign Belongs In A Museum

Gucci‘s creative director Alessandro Michele always had a penchant for art. The fashion visionary frequently taps visual artists to collaborate with the Italian fashion house, whether it’s crafting clothes or designing invites for runway shows. Now for Spring/Summer 2018, Michele has recruited Spanish artist and illustrator Ignasi Monreal to create a series of digital paintings for the brand’s newest campaign.

With art direction from Christopher Simmonds and creative direction from Michele himself, the three artists produced a campaign called “Utopian Fantasy” and it’s strikingly stunning and out-of-the-box in its own right, showcasing Gucci’s artful clothes that are juxtaposed with dreamy, whimsical settings. The paintings depict models in various wonderlands, ranging from Monet-resembling foliage to a Seurat work fused with Dali’s surrealism.

“The vivid photorealist artworks invite us to enter a magical and uncanny world, viewed through a surreal and heightened sensual lens. Ignasi Monreal’s digital paintings are full of surprising details and he emphasizes fantastical features to create haunting characters that inhabit the mythical universe conjured from his remarkable imagination,” states Gucci in a press release.

The masterpieces possess a peculiar panache, staying true to Gucci’s spirit, with its mythical creatures — a half tiger, half woman in a Gucci headpiece and sunglass appear in one painting, staring down two models. Another painting involves two mermaids in gorgeous tulle dresses. Each of the images evokes a ‘Utopian Fantasy’ and spotlight the three elements of earth, sea and sky.

See more of Gucci’s digital paintings from their Utopian Fantasy campaign below:

You might also like