Hate is a strong word...

But sometimes it's the only word that seems appropriate. When the first image from the new Gucci Fall Winter 2010 campaign hit the Fashion Spot, I was excited to see what it would look like. The collection itself left a good impression on me, so naturally I was hoping the campaign would do the same. Let's just say that my initial impression of it wasn't so good. But I was willing to hold off announcing my verdict until I saw more. Unfortunately seeing more didn't change my feelings at all, and I pretty much hate what I've seen of the campaign. Now frankly, I don't think that Mert & Marcus' style suits Gucci. Their work is always recognizable for it's hyper-fection (I know that's not a word, but give it time), and I think that their super exaggerated look has it's place in fashion, Gucci just isn't it. But these photos go beyond exaggeration; they're downright cartoony looking. Seriously, I look at them and I see a digital illustration, not a photograph. I'm assuming that's the point, but I honestly cannot stand the way it looks. The plastic Barbie and Ken doll quality is just extremely unappealing. It's also kind of odd considering that most of Gucci's appeal is based on the suggestion of sex. As far as I'm aware there isn't anything sexy about a Barbie doll. The poses are unappealing as well, and despite what seems like a lot of effort on Raquel's part, I don't see anything "fierce" about them. To me they just look ridiculous and far too modely. Back in the day you never would have seen a Gucci girl hamming it up like some contestant on America's Next Top Model, trying to out-pose the competition. She was far too cool for that. Apparently that's not the case anymore, and that also goes back to Mert & Marcus. Love 'em or hate 'em those poses are very much a part of Mert & Marcus' ouvre. Something about the color palette is bothering me too. Rather than enhancing the warm tones of the clothes, the goldness of the sand is just sort of washing everything out. It's just one big blur of different shades of beige paired with a shade of blue that's better suited to the ocean thanthe sky. Color wise I think the shots with black clothing are marginally better, although that's not saying much. But I think I might be able to look past the aesthetics if these ads had anything at all to do with the look and the message that both the men's and women's collection delivered. Both collections were slick, sharp and very polished looking, they wouldn't be out of place on the streets of any metropolis or in a dimly lit nook at the chicest of nightspots. However, the clothes do look completely out of place in a desert. I mean, I don't demand utter realism from my fashion ads, but the sight of a fur coat or velvet hiphuggers in a desert with the blazing sun glaring off of every surface is a little too ridiculous.

Oddly enough this isn't the first time a Gucci campaign has taken place in a desert. It's happened at least twice before that I can recall, and one of those campaigns, Fall Winter 2000 by Alexei Hay, seems to have inspired this one. There was even a shot of a model in a fur coat reclining on a desert rock (for the record I believe all of the backgrounds used in that campaign were fake/digital). I actually happen to like that old campaign quite a bit. I've been trying to figure out why I like that one and dislike this one, and I suppose it boils down to two things; while the backgrounds in that F/W 2000 campaign look intentionally fake the models themselves don't, and the incongruity of the backgrounds (there were also shots that took place in front of a freeway overpass and on a stormy beach) seemed intentionally weird, whereas this background in the Moroccan desert probably wasn't meant to be as incongruous as it is. Those ads didn't make sense, and I get the feeling they weren't supposed to. They were just supposed to be beautiful, unusual images, and that's exactly what they are. I don't think this new campaign has either of those qualities going for it. More than anything I'm just disappointed that this collection, easily Giannini's best and probably just a fluke, wasn't better represented in print. It deserved to be.

images from oystermag.com, stylelist.com and twitter/rushes via ThiagoMello at tFS