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fashion
The Exquisite Gucci Campaign
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“I’ve always been charmed by cinema. For its power to tell stories that can probe human adventure and its drift,” begin Alessandro Michele’s notes on the new Exquisite Gucci campaign, which draws inspiration from a series of iconic films by the late, celebrated sculptor of genres, Stanley Kubrick. Scenes are revisited by the Creative Director and reinhabited by looks from his latest collection for the House, paying homage to the past through imaginative infusions of the present. “I’ve always imagined my collections as films able to convey a cinematography of the present: a score of stories, eclectic and dissonant, that can sacralize the human and its metamorphic ability.”
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Simmonds is the go-to guy for fashion brands looking for extra edge and impact in their advertising campaigns. He was one of the key figures behind the Gucci re-imagining that has garnered so much industry attention, providing the art direction for new Gucci designer Alessandro Michele 's first campaign for the storied fashion house. Simmonds was also behind the much-lauded redesign of Dazed and Confused in 2010, when he was the magazine's creative director. Born in Birmingham in the 1980s, Simmonds grew up immersed in the city’s counter culture that continues to influence his work today. Simmonds moved to London (where he is still based) to study at Central St Martins. His final project, a men’s magazine titled ‘He-Man’ sold out. Simmonds set up his own creative design studio in 2009, which specializes in fashion and editorial, and works across multiple platforms. His client list includes the likes of J W Anderson, Alexander McQueen and Alexander Wang , with his work ranging from social media campaigns, website redesigns, window displays to store designs. In 2010, Simmonds realized his childhood ambition by being appointed creative director for Dazed and Confused, redesigning it as a bimonthly, although he has since stepped down from the position.