Fashion meets heritage as Gucci reveals Prefall 2019 Campaign

CONTINUING its commitment to both Italian and international cultural heritage preservation, Gucci has revealed its Prefall 2019 Collection Campaign in collaboration with not one, but two UNESCO World Heritage Sites.

 Gucci Prefall 2019 Campaign

The iconic fashion house curated this campaign through the creative vision of Christopher Simmonds and the lens of photographer Harmony Korine, with the historical sites of Pompei (Pompeii) and Ercolano (Herculaneum) featuring as the deeply dramatic and distinctive backdrop for the equally bold collection. Loud, colourful patterns adorn the models along with playful colour-pop props, like a bright cerise umbrella or an aquamarine three-tier cake.

Some images even contain cliché tourist figures trying to take photos of the models, creating an interesting dichotomy between the historical site as a subject of beauty and the inevitable tourism that it generates.

Gucci Prefall 2019 Campaign

The faded colours of the historical site’s architecture both enhance and emphasise the eye-catching campaign. The boundaries of time and artistic beauty are blurred as the lively collection awakens the architecture that surrounds it, bringing both to life in a brazen collection of bold, confident and beautiful shots.

Gucci Prefall 2019 Campaign

Gucci’s commitment to the preservation and celebration of historical sites has been seen before, such as their SS17 show at Westminster Abbey, making it the first catwalk to have taken place in the building in history. They will continue this pledge in 2019, as they have announced their the SS19 show will take place in Alyscamps, a beautiful Roman necropolis in southern France, and will also be the first catwalk to take place on the heritage site.

Gucci Prefall 2019 Campaign

This campaign exists as a colourful and cultural celebration of a collision of art — contemporary fashion and historical architecture coming together in a inimitable collection of images, promoting the beauty of the ancient Italian sites and bringing their lasting legacies to the attention of a new generations who seek interactivity and inclusion as the future of both fashion and the world around us.

by Lucy May McCracken