Gucci’s Cruise Campaign Is Already Here

We know the new Gucci girl is quirky and artsy, but the house’s latest campaign confirms that she’s kooky and a total nerd. She’s that one girl who dances like nobody is watching even though she’s got a case of the awkward limbs. Dropping its cruise campaign way before everyone else – the collection is already available in some selected stores, including Dover Street Market – Gucci places models Allie Barrett, Rhiannon McConnell, Julita Formella, Tami Williams, Kadri Vahersalu, Madison Stubbington and Avery Blanchard in an ornate villa outside Florence. There’s clearly a party going on, but it’s less club and more Wes Anderson with a lot of awkward dancing. We’re talking robot hands, Saturday Night Fever arm rolling and Mick Jagger-style body jerks. It’s actually rather hilarious and adorable, two words we never thought we’d use to describe a campaign from Gucci.

Glen Luchford directs and shoots the campaign, which also stars male models Nickolas Shaw, Taavi Mand, Love Erik Ronnlund and Laure Harding. See the still images in the gallery below.