Alessandro Michele is having a blast rebuilding the look and feel of Gucci as realized through his playful take on fashion, and we’re just thankful he’s bringing us along for the ride. Following Gucci’s recently rolled out dance-themed campaign that was hinted at with model go-see videos, Gucci has once again queued up a series of audition videos, though this time the theme is outer space and aliens.
Presumably as part of its fall 2017 campaign, the label has uploaded seven videos featuring models made to look like aliens, plus one with a talking robot. The aesthetic is not so much futuristic as it is a humorous interpretation of alien life as depicted in TV shows and movies from the ’80s and ’90s. To add to the humor, the uploaded videos are unedited, showing the models struggling with lines, as well as adjusting their outfits.
Each of the videos includes captions describing the alien, such as one that reads “Ejaw Bolsorg. Age: 36. From: Xoor Cluster. “I may be moved to recite a few epic verses of their romantic poetry… Perhaps that will arouse your android feelings.”
It’s a look that makes sense for Gucci’s fall 2017 presentation, the label’s first combined men’s and women’s show, which was titled “The Alchemist’s Garden” and described as “an anti-modern laboratory.” More than the obsessing over the futures, it’s a campaign that encourages playing with the magic contained within one’s mind.
