images from facebook.com/GUCCI
Friday, January 7, 2011
It is my belief that the only thing worse than falling into a rut yourself is having to bear witness to somebody else's. Unfortunately a rut is exactly what we're witnessing with Gucci's advertising these days. Now realistically it's only been a year since Gucci first tapped Mert & Marcus to photograph their campaigns but because Gucci releases campaigns for more than just the main S/S and F/W collections it seems like it's been a hell of a lot longer. Also worth taking into account is that when the dynamic duo revert to their comfort zone, as they have with the Gucci campaigns they've shot so far, the result is instantly recognizable and, by this point in time, predictable. Sure every photographer has a signature style that they carry with them throughout their career, but I think Mert & Marcus's has the tendency to come off as repetitive because it's so specific. It's also a bit of an acquired taste. I myself have seen more than enough of their turquoise skies, bronzed skin, reflective crimson lips and highlight-laden tresses to last me a lifetime. I guess it's no wonder that none of their Gucci campaigns have impressed me. Here's the thing though; I don't blame Mert & Marcus for how tedious the campaigns are. As specific as their signature style is and as boring as it can become it's not the only thing that they're capable of doing, and in fact I tend to like what they do when they branch out a bit. Clearly the only reason that their Gucci campaigns have become completely indistinguishable from one season to the next is because that's what Gucci wants. Why Gucci wants to repeat themselves and have all of their seasonal advertising blur into one never-ending campaign of plasticized beauty I can't say for sure, but the only logical explanation is that it sells.