The new advertising campaign of Gucci’s Spring Summer 2021 Eyewear collection is the story of two cities, distant but similar. In this story, two suggestive scenarios reveal unexpected affinities and together tell the story of a moment of leisure that has the Eyewear collection as its protagonist.
Inspired by the evocative and mysterious Venetian canals, enclosed between marble palaces and characteristic architecture, the Creative Director of Gucci, Alessandro Michele, imagined a traditional gondola ride to discover the famous city on water. In collaboration with Ni Ni, former brand ambassador, Alessandro Michele’s Venetian dream has been further developed to also include a parallel image: the historic Chinese city of Wuzhen, where the actress is immortalized while exploring the canals aboard a traditional boat. In this way, Gucci expands the idea of traveling on water, calm and undulating, starting from a familiar image to arrive at a more unusual and unexpected one.
Taken together, these two visual narratives reach an international and universal reach that speaks of shared experiences and common pleasures.
In the images of Venice, shot by Daniel Shea, there is a bold new version of Gucci’s iconic fork temples, combined with oversized geometric frames. The Maison’s famous Morsetto detail appears for the first time in the Eyewear collection, as an emblematic motif of Gucci’s equestrian tradition. This distinctive element gives an extraordinary elegance to the square frames, made in a sophisticated mix of materials in bright colors. There is also an extravagant 80s-inspired design embellished with an exposed enameled metal core that starts from the front, with a macro Gucci signature.
In the Wuzhen location, photographed by Leslie Zhang, Ni Ni wears oversized square sunglasses with a light metal frame and Gucci’s iconic Clamp symbol. This retro model with timeless elegance is embellished with lenses with warm tones and linear, thin but bright temples.