Gucci Gets Psychedelic With its Latest Collection
Gucci has long embraced elements of surrealism and psychedelia, especially since Alessandro Michele took over as creative director in 2015, with everything from baby dragons to severed heads making appearances on the runway. With its new GG Psychedelic line, the Italian designer takes a trip further down the rabbit hole and perfectly captures the hedonistic spirit of the ’70s through a range of glitzy looks and accessories.
For the capsule, Michele redesigned the logo with kaleidoscopic finesse and printed it on a series of bags and other ready-to-wear pieces. The accompanying campaign was photographed by Jordan Hemingway on a dancefloor, which is where these pieces belong. Images are spliced and manipulated by the shimmer of a disco ball while models don the flashy looks with matching devil-may-care attitudes as if the energy and reckless abandon of Woodstock was transported straight to Studio 54.
The Gucci GG Psychedelic Collection will be available in select stores and online later this month. Take a look at some more of the campaign below.