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Gucci GG Psychedelic Collection Channels the spirit of ’70s

Discover the surreal imagery captured by photographer Jordan Hemingway

© GUCCI

Discover Gucci GG Psychedelic Collection by Alessandro Michele, captured by fashion photographer Jordan Hemingway. A dreamscape of nocturnal reflections inspired by the spirit of ‘70s psychedelia, the campaign takes us into a fantastical night club where visitors are dressed up for the occasion.

© GUCCI
© GUCCI

From the cloakroom to the dance floor, the images by Jordan Hemingway are infused with the reflected light from mirror balls. As the night-loving creatures mingle and dance, the spinning ball picks up pace and hypnotises, eventually playfully absorbing the clubbers into a surreal space with giant mirrored walls. Have they been captured by the ball? Is this a waking dream? Who can tell?

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© GUCCI
© GUCCI

Creative Director Alessandro Michele has reinterpreted the Gucci logo in a new form with a streetwear attitude through the addition of a multicolor stars motif, creating a thoroughly contemporary and distinctive pattern applied to different pieces, including men’s and women’s ready-to-wear, handbags, luggage, shoes, small leather goods, accessories and a watch, and inspires a range of fine jewelry.

© GUCCI
© GUCCI
© GUCCI
© GUCCI
© GUCCI
© GUCCI
© GUCCI
© GUCCI
© GUCCI
© GUCCI
© GUCCI
© GUCCI
© GUCCI

Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Location: Pryzm, London
Photographer and Director: Jordan Hemingway
Hair Stylist: Alex Brownsell
Make Up: Thomas De Kluyver
Styling by Alessandro Michele
Music Credits
“TAKE A CHANCE” Bizzy & Co.
(A. Martinelli / A. Carrasco)
© 1982 Warner Chappell Music Italiana S.r.l. / Universal Music Italia S.r.l.
Courtesy of Warner Chappell Music Italiana S.r.l.
℗ 1982 D.J’S GANG S.r.l.

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