Gucci: Hoarding Is Chic

Photo from

Time and time again Gucci comes out with incredibly imaginative campaigns for their seasonal lines, and the fall winter 2018 campaign is no exception. Gucci creative director Alessandro Michele alongside partner Glen Luchford have once again amazed VALLEY with the latest campaign titled “Gucci Collectors.”

“The Collectors”

Photo from

“Gucci Collectors” portrays Gucci’s tribe of outsiders as a group of passionate collectors of various art and objects. The brand says “The inspiration for the campaign comes from those eccentric personalities who passionately seek out paintings, antiques, rare objects and other vintage collectibles.” Rather than call it ‘hoarding’ Gucci suggests that it is an “appeal of idiosyncratic curation” and that these so-called ‘odd-balls’ are frequently the most interesting and creative people thus stressing that true individuality is a badge of pride. 

The images showcase collectors obsessed with unusual items such as butterflies, plush dolls, classical painted portraits, antique dishes and more. Each oddball collector tells their own story as they are pictured lost in their element of fascination with their objects while covered head to toe in Gucci pieces. From sneakers to bright red angular shades, each Gucci piece stands out in contrast to the background its surrounded by, successfully capturing the attention of viewers. 

Not only does Gucci showcase the collectors in a large array of photographs but also throughout a tailored campaign video where the characters come to life and gather all together for an opulent banquet. Paired with the alternative indie song “Slow” by My Bloody Valentine, the video gives off the crazed and outsider vibe that perfectly highlights the collectors it focuses on. 

While the campaign may just be one of the many exotic themes that Alessandro Michele has long been working on many believe that the campaign was inspired by his own obsessions and fascinations for random objects. When looking through his Instagram, you can see the assortment of photos depicting random objects, scenery, artwork and more. VALLEY is excited to see what Michele and the rest of Gucci has in store for the next campaign in 2019. 

Tell us what you think of Gucci’s fall winter 2018 campaign on Twitter, @VALLEYmag.


Gucci’s Most Recent Evolution: AW 18

New Face of Louis Vuitton Menswear: Virgil Abloh

Kris Van Assche Steps Down from Dior Homme