There is something strangely beautiful about the Gucci Pre-Fall designs. From patterns and colours that shouldn’t work together to unconventional cuts and proportions, each piece speaks of a free-form expression.
The look book was shot in Rome in two locations: the Antica Libreria Cascianelli, an old bookstore specialising in art history, and the Antica Spezieria Di Santa Maria Della Scala, a 16th-century apothecary that reportedly catered to popes.
Both of these places proved perfect as backdrops to the label’s aesthetic and its unconventional dialogue between past, present and future. They also work in drawing the parallels between a creative vision and its accompanying story. As explained by creative director Alessandro Michele, “My obsessions are like my religion, there’s something inside the way I express the idea of the brand, an obsession with beauty.”