Gucci’s Latest Campaign Opts for Illustrations over Product Photography

In debuting Alessandro Michele’s Bamboo 1947 bag, Gucci, instead of organising a product photoshoot, has reached out to nine international creators to create artworks for the new creation’s campaign. 

The collection of illustrations showcases diversity – in the form of style – as well as uniformity – by means of a shared colour palette for the campaign and, of course, the bag’s feature. Some images are even a photography-illustration hybrid bringing a fresh and original take contrasting the all too familiar, monochromatic product photography shots we are used to. Maddalena Arcelloni, Lou Escobar, Katya Mayer, Cho Gi-Seok, and Suzanne Saroff are the inspiring photographers behind these often surreal images. 

Other creatives and illustrators involved include Nico Ito, who makes use of soft airbrushing, graphic novelist and cartoonist at The New Yorker, Everett Glenn and Samson Bakare who paints with a colour-block style. 

As for the bag itself, this new Gucci Bamboo 1947 references a previous version of the design, created amidst Italy’s post-war era in which traditional raw materials were difficult to come by; as such, the lightweight and durable bamboo was chosen for the handle of the purse. “Today, the renowned design returns to forge a connection between past, present, and future,” and to represent “Alessandro Michele’s own legacy within Gucci,” states the release.

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