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Gucci’s Star Trek-inspired campaign looks to the retro-future

Gucci’s autumn/winter 2017 campaign takes its influence heavily from the sci-fi world of the past, with all manner of Star Trek references.

Gucci's autumn/winter 2017 sci-fi campaign
Gucci’s autumn/winter 2017 sci-fi campaign

Gucci’s autumn/winter 2017 campaign takes its influence heavily from the sci-fi world of the past, with all manner of Star Trek references.

#Gucciandbeyond, as the short film is called, was directed by Glen Luchford under the creative direction of Alessandro Michele. The Star Trek call outs aren’t just a nod, but rather a full attribution to CBS on all assets, yet the spot sees multiple further motifs from the sci-fi of the 50s and 60s.

Indeed, there’s everything from a full Trekkie teleportation moment to a huge flying UFO in a field full of cows, not to mention various alien figures (and made up models). There’s even a Tribble and a Tyrannosaurus Rex. Other references include Forbidden Planet, thanks to Robby the Robot, while the music comes from Space 1999.

Michele’s aim, according to Gucci, was to portray a “retro-futurist” world – hence the somewhat lo-fi approach to what the “future” might indeed look like.

Needless to say, the collection itself fits right in to its surrounds in full tribute mode too. As GQ writes: “Where other fashion houses might frame clothing in minimalist settings—the better for it to standout—Michele and Gucci prefer settings that are just as adventurous as the clothes featured in them. After all, these aren’t the clothes you wear to just flex here on earth; they’re apparently the suits, sneakers, intarsia sweaters, shimmering leggings, overcoats, and more that you wear to flex in a neighbouring solar system, too.”


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By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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