The year 2018 marked a significant shift in Gucci's marketing strategy, moving away from the overtly opulent and maximalist aesthetic of previous years towards a more inclusive and conceptually driven approach. While pinning down a single "New Gucci Campaign 2018" is difficult due to the brand's multifaceted approach, this article will explore the various interwoven campaigns launched that year, analyzing their common threads and distinct characteristics, focusing on elements like the inclusion of black models, the rise of Vittoria Ceretti as a key face, the evolving gift-giving campaigns, and the lingering shadow of Tom Ford's era. We will also touch upon the artistic and painterly influences present in their advertising, particularly evident in the "Gucci Guilty" line's campaigns.
A Multifaceted Approach: Beyond the Single Campaign
Unlike previous years where a single, overarching campaign dominated Gucci's marketing efforts, 2018 witnessed a more diversified strategy. Instead of a monolithic message, Gucci deployed several campaigns concurrently, each targeting specific demographics and product lines while maintaining a cohesive brand identity. This strategy allowed for greater creative flexibility and a more nuanced engagement with its diverse customer base. This multi-pronged approach made it less about a singular "New Gucci Campaign 2018" and more about a series of interconnected narratives.
The Rise of Inclusivity: Gucci Campaign Black Models
One of the most significant shifts in Gucci's 2018 campaigns was the increased representation of black models. This was a conscious effort to move away from the homogenized beauty standards often prevalent in luxury fashion and embrace a more diverse and inclusive portrayal of its brand identity. While specific campaign names aren't readily available to pinpoint the exact percentage of black models used across all campaigns, a clear shift toward greater diversity is evident in the imagery and casting choices. This wasn't merely a matter of ticking boxes; the inclusion of black models was integrated seamlessly into the overall aesthetic, demonstrating a genuine commitment to inclusivity rather than a superficial gesture. The impact of this change resonated deeply, demonstrating a willingness to reflect the global and multifaceted nature of Gucci's clientele. This inclusive approach extended beyond simply casting; the overall tone and messaging of the campaigns aimed to resonate with a wider, more diverse audience.
Vittoria Ceretti: A New Face of Gucci
2018 saw the emergence of Vittoria Ceretti as a prominent face for Gucci. Her striking features and effortless elegance quickly established her as a key figure in the brand's campaigns. While not solely featured in one specific "New Gucci Campaign 2018," her presence was felt across various advertising initiatives. Her appearances demonstrated Gucci's move towards a more contemporary and less overtly glamorous aesthetic, favouring a natural beauty that felt relatable and aspirational. Ceretti's rise also speaks to Gucci's evolving strategy of collaborating with models who embody a sense of effortless cool, aligning with the brand's shift towards a more understated yet sophisticated image. The selection of Ceretti reflected a broader trend of choosing models who possess a unique personality and individual style, moving away from the traditional, almost interchangeable, supermodel archetype.
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