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

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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Selfridges introduces Elfridges gaming app for Holiday 2014


Gaming is a bit of a recurring theme this holiday season, with initiatives spanning Bloomingdale’s and Ted Baker to Charlotte Olympia and Target, all including some kind of interactive feature for shoppers. Next up, is Selfridges.

The UK department store has launched a retro-style game called ‘Elfridge and the Enchanted Forest’, which takes its players on a mission to save Christmas after a golden goose has stolen all the presents.

Available on the App Store, it references typical platform gaming situations, from jumping up different ledges, avoiding various obstacles and bouncing on a giant red button spring.

There are five levels to get through, each one referencing a different Selfridges’ store: London, Birmingham, Manchester Trafford, Manchester Exchange Square and

The Elfridges in real life are the name given to the team in-store on hand to help shoppers with inspirational style and gift advice. This season they’re also inviting social followers to tweet with their concerns to be in with a chance of “winning the perfect gift”.