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Gucci Utopian Fantasy spring/summer 2018 campaign

For its SS18 fashion ad campaign, Gucci has created an illustrated series that propels iconic artworks and fairy tales into the modern day with mermaids, Snow White, Rapunzel and Ophelia all wearing the Italian label’s SS18 collection. Discover the Gucci Utopian Fantasy campaign here

Emily Scrivener
Emily Scrivener ,

Italian fashion house Gucci is famous for its poetic, mystical and era-defining clothes. For its spring/summer 2018 advertising campaign, Gucci has hired Spanish illustrator Ignasi Monreal to bring this to life with a magical exploration of a ‘utopian fantasy’. The new advertising campaign shuns the traditional use of photographers and models and instead depicts beautiful illustrations based on famous paintings and fairy tales. Monreal recreates iconic works such as Hieronymus Bosch’s Garden of Earthly Delights and John Everett Millais’s Ophelia, reimagining them using Gucci’s SS18 collection. Each tableau is stunningly realised with beautiful details of the key SS18 Gucci pieces.  



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