Skip to main content

Hey, Quick Question: What Is Gucci Doing with All These Aliens?

Shoot us into space!

Welcome to our column, "Hey, Quick Question," where we investigate seemingly random happenings in the fashion and beauty industries. Enjoy!

We've become used to seeing some, shall we say, unusual ad campaigns coming from Gucci since Alessandro Michele took the creative reins at the Italian house. But all of them pale in comparison to whatever is happening on the brand's Instagram account today. 

Using the hashtag #GucciandBeyond, the new videos feature models painted in metallic makeup, wearing an alien mask or, in the case of one (lucky?) human, dressed simply as a very stylish person from Earth. Dressed in Gucci's Fall 2017 collection, they appear to be auditioning for some kind of role in front of a green screen, repeating lines like, "If I'm correct, this is a Kivordian time portal, a gateway to other times and dimensions. It could take us to any place in history!" Okay, sure!

It's really weird. It's really unexpected. It's... really Alessandro Michele, honestly. Gucci's Fall 2017 collection was inspired by his vision of the future, and it shouldn't be surprising that his vision also takes place in outer space.  

Scroll to Continue

Recommended Articles

It's not immediately clear if all of these Instagram videos tell a story, but as strange as they are, we're kind of digging them. (Plus, this is prime viewing material for anyone out there celebrating 4/20.) Still, we have some questions. After Chanel's Fall 2017 show featured a rocket, does this mean that space is the next big fashion trend? If there really is life out there, would it be as into Michele's vision for Gucci as we are? Is Michele himself actually an alien from outer space sent to show us what the future will look like? Would a Gucci alien take the Chanel rocket home, and if so, can we hitch a ride? Taking a little vacation from Earth really doesn't sound so bad right about now, does it?

Want the latest fashion industry news first? Sign up for our daily newsletter.