Gucci’s Spring 2016 ad campaign, shot in Berlin, features male models carrying peacocks while skateboarding or casually exiting the subway. Pourquoi pas? Creative director Alessandro Michele’s eccentric style is a form of peacocking itself, and he’s credited with putting Gucci back on the fashion map. His quirky aesthetic hasn’t turned off retailers or clients, so the designer isn’t holding back.
The campaign was shot by Glen Luchford, who also lensed the Fall/Winter 2015 and Cruise 2016 campaigns. The Fall/Winter shoot was staged in Los Angeles, but this season Gucci crossed the pond to explore German ’80s pop culture. Models were shot all around Berlin, from the restrooms of clubs to the city’s rooftops. Bowl cuts, oversized glasses, sparkly leisure suits, track jackets, suede trench coats, and a myriad of colors and patterns comprise Michele’s retro vision this season. The campaign’s stars include Polina Oganicheva, Peyton Knight, Elizabeth Moore, Nicole Atieno, Mia Gruenwald, Anka Kurydina, Viola Podkopaeva, Jacob Hugo Goldhoorn, Timothy Dibble, Arnis Cievala, and Anton Togfart.