Updated: Gucci's New Look is Further Evidenced in its Latest Campaign

Gucci's Pre-Fall 2015 campaign looks… different.  The first advertising campaign under Alessandro Michele, who was appointed  to replace his former boss Frida Giannini as creative director in January.  Michele, who served as a behind-the-scenes accessories designer, is now tasked with revitalising the stagnating Gucci business whose brand image and runway collections under Giannini were well-executed, yet failed to inspire consumers and the industry, resulting in a string of poor growth and revenue reports.  On the heels of the Fall/Winter 2015 women's show (Michele's official debut), Gucci’s first advertising campaign under Michele’s creative direction is a bit of a far cry from the house's blatantly sexy ads of years past -- which is the point.  Its new campaign was shot by Glen Luchford (NOT Mert & Marcus, the long-time lensmen of Gucci) and styled by Joe McKenna. See more after the break below …

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And just for some perspective, here are a few of the campaigns from Gucci under the reign of former creative director, Frida Giannini ...