Italian fashion house Gucci is heading into the gardens of Rome to prompt holiday gifting this festive season. Watch the film below…
The Garden of Ninfa, located near Rome is the setting for the Gucci Gift campaign film in the Gucci Garden. Directed by Floria Sigismondi, the romantic video features the Gucci Cruise 2017 collection interacting with animals that are symbols of the House.
Garden gifting
Gucci says that its Gift Giving 2016 campaign is set in the Garden of Ninfa, located near Rome.
Gucci Garden begins with a large snake slithering in the grass while a woman, who is not in focus, walks through the frame holding a blue butterfly on her finger. As “Il Dolce Suono” from the “Lucia di Lammermoor” opera plays, a woman in a black dress adorned with a red corn snake is seen slowly raising her arms as if she were a conductor.
As the video continues, the Garden of Ninfa is explored, pausing to show two women relaxing on top of a grassy stone bridge. The scene is then cut to a man walking with a Gucci briefcase featuring the snake motif. When the shot returns to the women on the bridge, the viewer sees that they are surrounded by fluffy bunnies.
In the following scene, a man and woman are seen sitting near a small tree with two tiger cubs wandering amongst them. In a reference to the Garden of Eden narrative, the woman is seen handing a red apple over to her male companion.
Although the end result of the exchange is not shown, the film continues on throughout the garden, showing its model and animal inhabitants. Near the minute-long film’s end, a model is shown pulling an apple from a tree and taking a bite.
The film ends by panning out to show the garden’s characters, clad in Gucci cruise 2017 collection, and animals such as honey bees, snakes, butterflies, tigers, a zebra and unicorn.
Gucci’s Cruise collection prominently features the film, which have also been incorporated into the brand’s holiday gift-giving communications.
Michele introduced the flora and fauna symbols last year in the debut of his first collection for Gucci. Key motifs in Garden Gucci include the bee, which for centuries has been used by European aristocracy and is the key to nature’s life cycle, and the snake, a representation of wisdom and power.
On its Web site, consumers are then able to shop a selection of Gucci products such as apparel, handbags, footwear and jewellery shown via still imagery.
Let it grow
Since taking over creative control of Gucci last year, Michele has reestablished the house’s whimsy with the introduction of animal-, insect- and plant-inspired prints. To maintain the creative momentum of the new spirit of Gucci, Mr. Michele has worked to incorporate the print into nearly everything imagined by the brand.
Over the summer for example, Gucci launching an online-only capsule collection of women’s wear and accessories.
The “Gucci Garden” collection was sold solely via the brand’s ecommerce site, but was limited to the markets of the United States, Canada, continental Europe, United Arab Emirates, Japan, South Korea and Australia. Women living in these markets who wished to shop in-store could do so via iPads placed in Gucci’s bricks-and-mortar locations, with items then being shipped to either the boutique or the consumer’s home, but only if she lives within the territory.
Gucci’s special collection is characterised by a new print developed by creative director Alessandro Michele. The print features flora and fauna motifs that are now part of Gucci’s design lexicon under Michele’s direction.
