Gucci pre-fall 2016 campaign

Alessandro Michele is on a roll and so is the exotic, boho, gently retro signature style he embraces.

It’s all to the fore in the Gucci campaign for pre-fall 16 with the by-now-familiar mad mash-up approach. It’s been refreshed by putting the models in an aviary-cum-hothouse-cum-library and includes everyone’s favourite on-trend birds, flamingos (as well as old books and rugs, which don’t sound too safe when you’ve got birds wandering by). Think Alessandro in Wonderland and you get the picture.

Gucci pre-fall 2016 campaign

Gucci pre-fall 2016 campaign

It’s the flora and fauna trend the collection championed brought very vividly to life in a collaboration between Michele, photographer/videographer Glen Luchford, set designer Gideon Ponte and art director Christopher Simmonds.

Gucci pre-fall 2016 campaign

Gucci pre-fall 2016 campaign

In fact, the collection features a reworking of Gucci’s heritage Flora print as interpreted by Canadian artist Kris Knight, continuing the tradition of fashion labels working closely with artists on their prints.

Gucci pre-fall 2016 campaign

There’s also a campaign film featuring models Nicole Atieno, Polina Oganicheva, Eva Minaeva, Laura Hagested, Lia Pavlova, Fionnan Michael Bryne-Perkins, Elie Van Ravels, Anton Tofgart and Lucas Dambro…. Yes, it was a very crowded set.