Gucci Après-Ski

Today, I would like to introduce you to Gucci Après-Ski – a selection of pieces envisioned for mountain leisure and beyond. Drawing from the easygoing allure of winter getaways, the offering expands upon the House’s vision of a travel-minded lifestyle while continuing the strand of surprise that runs through its collections.

Gucci Après-Ski encompasses the duality of sportier and refined aesthetics often seen off- piste, showcased in an assortment of skiwear-inspired coordinated sets, updated iterations of signature handbag lines including the Gucci Horsebit 1955, Gucci Diana, and GG Marmont, lug-soled boots inspired by cold-weather footwear, and ski mask silhouettes from Gucci Eyewear among other styles.

The lineup also introduces a special preview of ready-to-wear and accessories from a forthcoming chapter of adidas x Gucci as well as a set of aluminum hard-sided trolleys, created in collaboration with the Italian luxury luggage maker FPM Milano, in a continuation of the House’s Gucci Valigeria travel narrative.

The Gucci Après-Ski selection is captured through stills by Mark Peckmezian and a film by Akinola Davies Jr. in a new campaign that follows a cast of characters as they embark on an alpine escape. The friends unwind against the backdrop of scenic peaks and charming chalets within a retro-tinged film and imagery that embody the cozy conviviality of the offering.

Gucci Après-Ski will be available in Gucci boutiques, as well as on gucci.com, with special Pop-Ups in Courmayeur, Cortina, Courchevel, Verbier, and Kitzbühel.

LoL, Sandra

Photos: © Gucci #GucciApresSki
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Campaign Credits: Art Director: Christopher Simmonds – Photographer: Mark Peckmezian – Director: Akinola Davies Jr – Make up: Daniel Sallstrom – Hair: Shiori Takahashi

Gucci Valigeria

Origins, travel, experience. And the certainty that a suitcase is not just a container. From the culture of travel that forms the history of the brand comes the new Gucci Valigeria campaign, featuring actor, screenwriter, director, and musician Ryan Gosling.

Creative Director Alessandro Michele, through the lens of photographer Glen Luchford, upends a typical sense of narrative and sets the campaign in a dreamlike dimension that goes beyond the boundaries that separate it from reality to recount a present built on the possibilities of the imagination and of an encounter.

The Gucci Savoy collection is the narrative result of a story that takes flight from the typical splendors of travel to confer the value of memory to the origins of a brand that was created from an intuition and from the observation of potentialities, precisely thanks to travel, developing discoveries of worlds and of diverse cultural manners.

«Travel for Gucci was never purely physical. Gucci is the brand that accompanied the artists, writers, actors, and directors of Hollywood on their journeys… This is why I wanted the advertising campaign to recount a situationist dimension where the protagonist traverses a “non-place” that is first and foremost a mental place, the same as those who, in the past and present, choose Gucci because they grasp the significance of creativity used to build imaginary places. And it is for this reason that a Gucci suitcase appears as a magical suitcase,» says Creative Director Alessandro Michele.

It is precisely in travel that the heritage of Gucci finds its origins. Founded in Florence in 1921 by Guccio Gucci, who more than twenty years prior when he was just 17, emigrates to Paris and then to London. The young Florentine works first as a porter at The Savoy in London, the go-to destination for international travelers. The very young Guccio Gucci comes into contact with the magic of travel that, at the time, was synonymous with discovery, discussion, study, and a bridge between diverse cultures. It was a time in which traveling signified experience, displacing the certainties of one’s social environment, a pursuit of the unexpected, of a will to encounter and to know. The return to Florence can’t but remember that observed and studied reality, assimilated and ready to be transferred into the practice of work. Guccio Gucci will do it with his first suitcases, trunks, bags, hat boxes. All the containers required to bring with oneself, on a journey, those necessities to represent oneself and one’s culture in an unknown and often foreign place.

In a narrative inversion that fills a stretch of space-time, the same containers appear as protagonists in the campaign, which presents the Gucci Savoy collection
including trolleys, hard and soft suitcases, duffle bags, trunks, hat boxes, and beauty cases. Objects that encapsulate experiences and desires that, in the images and video of the campaign, fill the bed of a polished pick-up truck in which the new collection lives side by side with historical pieces and that, in this plausible story of possibilities, are also repositories of dreams.

And it is this reality-adjacent dream that Ryan Gosling is living. At the end of a journey studded with arrivals and departures, he is introduced to surprising places through a trunk that becomes a gateway to fantastical worlds, which will turn out to be more real than any imagination could conceive. Because it leads to that reality of discovery that has always had the ability to build unexpected worlds.

The Gucci Savoy collection, which is part of the House’s wider Gucci Valigeria travel selection, is distinguished by a combination of heritage-infused design elements including the GG monogram and/or the Web stripe, offered in both soft and hard-sided iterations. The collection comprises items for every travel need, designed to be used now and for many years to come as classic and contemporary elements come together within a timeless aesthetic.

I will be going to Florence with Gucci in the beginning of October and cannot wait to explore everything where it all had started…

LoL, Sandra

Photos: © Gucci #GucciValigeria
Creative Director: Alessandro Michele – Art Director: Christopher Simmonds – Photographer & Director: Glen Luchford – Make up: Thomas De Kluyver – Hair: Paul Hanlon / DISCLOSURE: We may earn commission from links on this page, but I only recommend products I love. Promise.