After seeing three of the final shots already, I have a pretty good feeling that this won't get much better than it is now, though I'd be thrilled if I turn out to be wrong about that. Oh I'm sure that there will be at least one good shot among the lot of them, but I doubt if it'll be anything worth remembering. In a strange way I can't even fully blame Frida for this campaign. Yes, she had final say in everything, but that F/W 06 McDean campaign was worlds better than this, and I believe she had final say in that as well. I don't even think I'd care as much if it wasn't for the fact that Frida, I&V and both of their creative teams responsible for creating this campaign from start to finish had all of the right ingredients at their disposal; a decent mix of models, visually impactful clothes and accessories, and a fun theme to work with as well. What made them decide to go for the most basic possible result will probably remain a mystery, and one that I'm not even all that interested in figuring out. Consider the lesson learned; never, EVER get your hopes up where Gucci is involved. It's pointless.
images from vogue.co.au and NothernStar @ tFS