Gucci Takes Over an English Manor for Its Cruise 2017 Ad Campaign

BYOTB: Bring Your Own Tea 'n' Biscuits.
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The Gucci cruise 2017 ad campaign. Photo: Courtesy of Glen Luchford/Gucci

The Gucci cruise 2017 ad campaign. Photo: Courtesy of Glen Luchford/Gucci

Since joining Gucci early last year, Alessandro Michele has consistently used seasonal campaigns as an opportunity to do much more than simply showcase clothing and accessories. He turned a tranquil Japanese cherry blossom garden into a backdrop to complement Gucci's fall 2016 line, and infused a healthy serving of whimsy into an otherwise utilitarian metro station in Berlin last spring. And now, to showcase the British aesthetic that was heavily employed throughout Gucci's cruise 2017 runway show at Westminster Abbey, he's turned to the countryside grounds and lavish interior of an English manor.

Set at Chatsworth House (the 16th century home of the Duke and Duchess of Devonshire) and shot by Michele's go-to photographer Glen Luchford, the cruise 2017 campaign follows models Hannelore Knuts, Ellen De Weer, Sophia Friesen, Nika Cole, Dwight Hoogendijk, Nick Fortna, Conner Rowson and Victor Kusma as they traipse through the grounds, tending to bushes of fluffy garden roses, feeding chickens, riding horses or simply lounging around inside on tufted sofas or embroidered armchairs. Other images are less thematic and just plain pretty: in one shot, a model sits in a richly colored dressing room slipping into a shoe; in another, a woman sits on a swing hanging from an old tree.

As the brand announced this summer, the campaign also stars famed British stage actress Vanessa Redgrave, 79, who took over Gucci's Snapchat and posted behind-the-scenes pictures while shooting the ads this past July.

The Gucci cruise 2017 ad campaign. Photo: Courtesy of Glen Luchford/Gucci

The Gucci cruise 2017 ad campaign. Photo: Courtesy of Glen Luchford/Gucci

Chatsworth, with its sprawling, traditional grounds, could not have been better equipped to showcase a collection that was so directly inspired by England's costume history. It's a good thing, too: According to a press release, "Gucci has entered into a three-year partnership with Chatsworth to support cultural activities on the estate." Any further details, it says, will be released "in due course.”

Luchford has directed an accompanying video, too, which you can watch above.

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