GUCCI PRESENTS ITS SPRING SUMMER 2021 EYEWEAR CAMPAIGN
Gucci’s new eyewear advertising campaign for Spring Summer 2021 is a tale of two cities, distant yet connected. In this narrative, two suggestive scenarios reveal unexpected affinities, and together tell the story of a moment of leisure, with the eyewear collection as the protagonist.
Inspired by the mysterious and atmospheric canals of Venice, with its waterways banked by ornate marble palazzos and peculiar architecture, Creative Director Alessandro Michele has imagined a ride in a traditional Venetian gondola, exploring Italy’s famous floating city. With Ni Ni continuing her role as Gucci brand ambassador, Alessandro Michele’s Venetian dream has been further developed in order to embrace a parallel image – one of the historic Chinese town of Wuzhen, where the renowned actress is pictured while taking a canal tour on a traditional boat.
In this way, Gucci amplifies the idea of lilting, calm, journeying by water, expanding it from a familiar image to one that is more unusual and unexpected. Taken together, these two visual narratives achieve an internationalism and universality that speaks of shared experiences and common pleasures.
In the Venice imagery, shot by Daniel Shea, a bold new version of Gucci’s signature forked temple is showcased, taking shape in oversized geometric frames. The famous House Horsebit detail appears for the first time in the eyewear collection as an emblematic motif of Gucci’s equestrian heritage. This distinctive symbol lends striking elegance to square frames in a sophisticated mix of bright materials. Also featured is an extravagant ‘80s-inspired sunglasses design, elevated by a visible enamelled metal wire core that runs from the front to the temples, which display a macro Gucci script logo.
Moving to Wuzhen, in imagery shot by Leslie Zhang, Ni Ni wears oversized square-shaped sunglasses with a frame crafted from lightweight metal featuring Gucci’s emblematic Horsebit symbol. Elegant and timeless, the retro-looking style is further enhanced with warm shaded lenses and slim yet luminous linear temples.