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