Gucci’s new campaign dedicated to the first release of its 2022 eyewear collection is inspired by travel and music. Their connection is highlighted by two parallel stories: one shows a band of characters joined by singer and artist Lou Doillon, while the second series of images puts actress Ni Ni in the spotlight.
The campaign suggests the miles and miles covered by musicians during their tours, with their buses and vans becoming a home for months on end. These vehicles function not only as transport, but also as a place for rest, relaxation and creativity.
The mood of the new campaign, which includes stills and video, is enigmatic and cinematic. Set after sunset, the images show the cast in their mobile environments surrounded by musical instruments. Colors are rich, the atmosphere mysterious. This is a magical time of day when the light shifts and softens, and the dreams of creative freedom stir. Our subjects are captured in bold portraits, illuminated by the embers of the day or the colorful artificial illumination of the city at night. All wear Gucci’s eyewear collection and possess an attitude of quietly confident individuality.
In the first setting featuring Lou Doillon and her travel companions on a tour bus, a strong retro feel permeates the evocative silhouettes of the glasses they wear. These frames reimagine the style of the ‘50s with signature rivets and metal wire cores. Two versions of the same vintage-inspired round sunglasses (one in tortoiseshell and one in black) are characterized by their large size and iconic metal rivets that glisten on the fronts and on temples. There are also squareshaped frames in black, a retro-inspired cat-eye optical style in black, and a black flat-top rectangular optical frame with a bold profile. All are enhanced with heritage gold-tone rivets.
Moving to the second scenario, we find Ni Ni in her van wearing glasses with distinctive elements that add depth and sophistication to oversized designs featuring cut-out Interlocking G details and precious gold chains. One model is an ‘80s-inspired style with amplified metal contours and slim temples detailed with an Interlocking G cut-out emblem for attaching a delicate metal chain, while another has an oversized square optical frame in metal characterized by an Interlocking G cut-out detail to which, again, you can fix a gold chain.