Elongated and refined. I really loved the Gucci SS10 women’s wear collection shown in September. And I think this campaign presents the collection wonderfully well.
The tropical setting gives the effect of wealth and luxury, a dream world which is always perfectly encapsulated in a Gucci campaign; maybe not quite last season’s though.
This campaign feels very sensual and, in some ways, sexually suggestive, especially with the third shot of Natasha in the white dress with the male counterpart, where the sexual implication is much more overt. It feels as though Frida's vision for Gucci was much more submissive to a man's desires, whilst Tom Ford's vision was much more about the woman being in control.
The intense blue backdrop of the Palm Beach setting works as a gentle contrast with the white and grey tones of the collection. I particularly love the windswept shot of Natasha in the evening look worn by Anja Rubik in the show. I’m excited to see what perspective they’ve gone for with the long black bondage dress on Lily Donaldson. And who better than Natasha Poly, with a longer relationship with the Gucci brand than Sasha Pivovarova with Prada. She embodies wealth and luxury perfectly, all that Gucci stands for.
