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Gucci's Spring 2018 Campaign Is Pretty Much as Gucci as It Gets

This season, the Italian house swapped its glossy photographs for digital paintings.
Gucci's Spring 2018 campaign. Photo: Ignasi Monreal/Courtesy of Gucci

Gucci's Spring 2018 campaign. Photo: Ignasi Monreal/Courtesy of Gucci

The nice people at Gucci must have heard our pre-holiday woes, because on Tuesday, it served up a brand-new ad campaign on which to feast our eyes. I know what you're thinking: Didn't Gucci literally just Do a Thing last week? Several things, in fact! Those include releasing its Pre-Fall 2018 lookbook and providing a first look at Dapper Dan's new Harlem atelier. But doing less hasn't exactly been the Italian house's M.O. since Alessandro Michele assumed the position of creative director three years ago, and we'd say its all-around maximalism has paid off pretty handsomely, too. 

Speaking of maximalism: Gucci's Spring 2018 campaign! While previous ads have incorporated everything from dinosaurs and UFOs to flamingos and cows, its latest set harkens back to the theme of antiquity we saw at its monument-steeped runway show in September. Michele and co. traded in its glossy photographs (traditionally lensed by Glen Luchford) for fantastical, surrealist digital paintings by Spanish artist and illustrator Ignasi Monreal. 

Titled "Utopian Fantasy," this campaign references some of our most beloved fairy tales and features no shortage of delicately hidden details: the logo tote-carrying golden knight checking his iPhone atop a horse; the "Snow White" scene in which the titular character wears the brand's oversized glasses and Snow White-printed sweater; the mermaid fins poking out of the crystal evening gowns in a quiet cove. 

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It's a lot, of course, but it's good to have that sense of over-the-top splendor in the world right now, don't you think? And if it's working on the business side, then, well, that's just an added bonus.

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