Gucci Spring 2021 RTW Analysis

        The ad shown above is one from Gucci’s Spring/Summer ready to wear advertisement campaign, which features dozens of other models and ensembles. The reason I chose this one is because it felt like a composition that could be analyzed in words, rather than imagery. The setting is an odd choice for any major fashion house, as a bathroom is not the most stereotypically photogenic setting. This does, however, add comprehensive interest to the advertisement, as it is something unique and new. Gucci is also well known for their interesting settings and mismatched pieces, meaning longtime fans and followers will appreciate this shoot, while also drawing in a new audience. In this shoot, the outfit is relatively tame for the brand, but still avant-garde enough to intrigue the infrequent viewer. The combination of patterns allows for multiple points of visual interest. The garments are not clearly branded as being Gucci, much like what we see in mainstream media, but rather have the essence of the brand in them. Florals have been a consistent look in the brand’s advertising to fashion communities, meaning avid readers of magazines and websites such as Vogue, Harpers Bazaar and WGSN are aware that this being a Gucci staple. Along with florals and pattern mixing, the brand is also well known for their nontraditional color combinations, for example, the sky blue purse with the neon orange accent around the handles. This is also the only point of highly saturated color in the ensemble, as the florals in the dress are far more muted. This adds a new point of visual interest, apart from the interesting setting, as it draws our eyes to a specific point in the advert, which then allows us to follow the garment and accessories. None of the accessories feature the iconic Gucci logo either, as the brand wants to keep some ambiguity to the public. The exclusivity of high-end brands is something they wish to depict in their adverts and campaigns, as their audience is likely to be seeking them out, along with new potential followers seeing these. This non-blatant advertising style makes the brand look less gaudy and more luxurious. This combats the rise of the logo and the mainstream nature of items like the Gucci belt or the classic logo pattern. Gucci is known for being expensive and of high class, and the way they portray themselves to society proves that point. Making the advertisement have an expensive feel draws in the target audience, people with money and an affinity for the odd in their clothing choices. The ideology behind this advertising is to get a message across without typography, as everything we need to know about this Gucci collection is depicted through imagery.