Gucci presented its Fall/Winter 2018 show in Milan Fashion Week. The brand, under the creative director Alessandro Michele, became a must-see show. The day of the show, Gucci headquarter in Milan transformed into an operating room. The collection presented, was a way of creating a new personality and identity for people.

Alessandro Michele teams up with Glen Luchford one more time to create Gucci Fall/Winter 2018 Campaign. Fashion world was impressed when the creative director Alessandro Michele presented his collection for Gucci in Milan Fashion Week, alongside with baby dragons and replica of model’s heads. It was obvious that Michele is inspired by outsiders for being unique. The message behind this collection was “We decide who we want to be” and the campaign represent the same value for having your own identity. Models in the campaign are presented as fictional characters under a name “The Collectors”, people who collect unusual objects such as dragons, dolls, butterflies and painted portraits. In the images, these characters are lost in their own crazy world. Imagine an extravagant party with unique and authentic people. Luchford  and Michele created a temple for them to celebrate being eccentric and weird. Since his first collection Alessandro Michele surprises the world with his unstoppable imagination. And he is willing to celebrate uniqueness in every possible way.