Beam Me Up Gucci

Gucci is the gift that just keeps on giving. One minute you think you are completely over their overpriced bee motif trainers  and ridiculous fur lined loafers, the next they pop up with something completely innovative and smile inducing and you’re back to being inexplicably hooked. It’s so annoying! They are a powerhouse, a squad, a clique. They are the cool kids of the playground who started wearing those tattoo necklaces before anyone else did (and stopped when everyone else started wearing them). And try as you might to resist it, deep down you know that you just want – no NEED – to be a part of it. It’s like Taylor Swift and her squad. On the surface everyone eyerolls her 4th of July parties and squad escapades but deep down they all wished they had thought of matching swimsuits and waterslides.

But I digress. My point is that Gucci is always ahead of the game. I thought they had re-established this with their Pre Fall disco video (see here) but actually they have just gone up a whole other level of out of this world cool.  Taking references from Star Wars, Creature from the Black Lagoon and Forbidden Planet the latest campaign is tongue in cheek while still beautifully shot with that expensively gorgeous, over-the-top styling that only Gucci can do. I mean for goodness sake how do you make aliens look stylish? Damnit they are cool!  Damnit I hate them! Damnit I want it all…

 

 

image and video credits: Dazed

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