I’m going to go straight into the post like I’ve not just been away on a family and work trip that was bloody wonderful. Ahem.
So last week I talked about the advertising for Gucci and their quest to make the 80’s TV gameshow host look, the next big thing.
Well I’ve seen another part of their campaign and it’s getting weirder.
Yes, it’s the same gameshow host model – with the same hair and glasses – but now they’re showing her like she’s on her way home after a busy week of filming. Or something.
But this time it’s even worse.
No seriously, because she’s LOOKING IDENTICAL TO HER BLOODY SUITCASE!
What’s worse, this suitcase/dress combo [which is a phrase I never thought I would ever write in my life] looks like awfully like a Sheriff’s outfit from a 1970’s Spaghetti Western.
WHAT IS GOING ON?
I appreciate the fashion industry is in a predicament.
To remain relevant it has to appear it is constantly progressing and the only way to do that – after things like fabric innovation – is to create even greater division between what has gone on before … but this is ridiculous.
Yes … yes … I know I am about as fashionable as a pair of Crocs [I was going to say Birkenstocks, but even they were the darling of the fashion industry not that long ago] but seriously, what the fuck is going on?
Apart from trying to make an era renowned for its naffness, look fashionable … why the hell would anyone want to look like their suitcase?
Even secret agents wouldn’t want to look like their suitcase.
Even suitcases wouldn’t want to look like a suitcase.
If I see someone walking down the street dressed like this – which in Shanghai, is a distinct possibility – I commit to you right now, that I will stare, point and then shout, “your dress makes you look like a boxy suitcase”.
And yes, I know that is not the best insult, so I’m open to suggestions.
But for god’s sake Gucci sort yourself out. You might not realise it right now but you’re about 2 degrees from resembling a fancy dress shop. A fancy dress shop in Luton.