Gucci has created a series of eccentric characters to embody its new campaign in which it highlights art collecting. A variety of imagined characters, who are collectors of arts and artifacts, act as the subject for a series of short clips and still photography for Gucci’s latest campaign. The content acts as a unique look at individuals who are passionate about their collections in the style of a documentary, but it is completely fabricated with an unmistakable Gucci aesthetic.
Gucci has launched its campaign with a few short films on social media featuring its characters, such as a butterfly collector, a painting enthusiast and a plush toy fanatic.
“It’s like escapism,” says the Butterfly Collector in one of Gucci’s first films when asked what it is about butterflies that attracts her, “for their beauty is so fragile, I can stare and look at them for hours.”
She says she has stopped counting them after a while, she has so many and that the number of her collection is not the point. The collector explains that it is like getting lost in the woods and being OK with it.
The Painting Collector features an eccentric man who explains that his collection is more than just a part of his life, it is his whole life, as he walks around his room filled with wall-to-wall paintings. “A lot of people, they do not know what their purpose is,” he says. “I know what mine is.”
These fictional collectors, who are very eccentric looking, are the faces of Gucci’s fall/winter 2018 campaign
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