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Gucci Takes the 'Peacocking' Concept to Another Level in its Spring Campaign

Street style stars, take note.
Photo: Glen Luchford for Gucci

Photo: Glen Luchford for Gucci

Whether or not you're on board with the eccentric direction that Gucci has moved toward since Alessandro Michele took over the label in 2015, the Italian house is settling into its new aesthetic — one that's largely inspired by wanderlust, decadence, whimsy and all things vintage. In the seasons since Michele became creative director, British photographer Glen Luchford has become the go-to guy for the brand's ad campaigns, and has fully transitioned Gucci's imagery from the sexy, high-gloss photos Tom Ford ushered in, to more intimate, cinematic captures of cool city kids just hanging out (if looking slightly limp).

This trend continues for the just-released spring 2016 campaign, which stars a crew of young, hip models — Polina Oganicheva, Peyton Knight, Mia Gruenwald, Elizabeth Moore and Jacob Hugo Goldhoorn among them — posing in and around Berlin: on a rooftop during the magic hour, a bus stop (again!) and even a public restroom. The collection's heavily adorned handbags and buzzy, big-selling footwear take center stage, as do a number of standout runway looks, including an intarsia fur coat, an emerald green brocade suit and patterned bomber jackets. Yes, there's a lot to take in clothing-wise (this is a classic case of the clothes wearing the models, instead of the other way around), but there's one accessory that really caught our attention: an actual peacock, used as a prop in two of the photos. That, and a skateboard, since skating is enjoying a renaissance of sorts right now.

Street style stars have flocked to Gucci over the past year to achieve their Fashion Month "peacocking" moments, but we've never seen this phenomenon taken quite so literally. Sure, it's meant to be surreal, but we wouldn't put it past a very dedicated fashion blogger to try and make a similar look happen come February.

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