From Gucci's 2020 Cruise campaign Come As You Are, directed by Harmony Korine, creative direction by Alessandro Michele, art direction by Christopher Simmonds.
It may have just gotten chilly enough to pull out your winter coat, but that doesn’t mean that we haven’t already indulged in some Resort and Cruise season daydreaming. Although the concept behind these collections are strictly escapist, the campaign videos offer surprisingly relatable descriptions of our lives. Here, are some of our favourite moods:
1. Public transport fantasy—Valentino
Kendall Jenner is when we spent too much money, stayed out too late and have to find our way home in the early hours of the morning, wearing last night’s party dress. Of course, you will be modelling your feathers at the front of the double decker bus, asking a friend to switch up the angles. When you wake up and look at the photos again, they probably don’t look quite as good as you thought, but that doesn’t really matter.
2. Love the car, leave the boy—Versace
A tale as old as Aerosmith’s 1994 Crazy video (featuring stellar performances from Alicia Silverstone and Liv Tyler), sometimes you go out with your best friend and flirt with a boy just because you like his set of wheels. While we don’t recommend going full Grand Theft Auto, it has been known to happen.
3. Why you need a vacation—Chanel
Like Caroline de Maigret, we’ve all been busy career women carrying stacks of loose paper as we run through the train station in our trench coats and work glasses. Even though we try our best to make our train, passing glamorous women of leisure who have time to say romantic goodbyes to their partners or be perfect mothers, we still miss our train.
4. When you only invite a few close friends—Gucci
Gucci’s house part is all of us, when we get dolled up for inviting people over. No matter how meticulously you put yourself together, things are bound to get out of hand. While we usually start out like the hostess, we’re liable to end up like the elderly tan women licking the ice sculpture.
5. Big bouquet energy—Prada
Although the different blooms from the florist stall aren’t usually fully personified to look like models Toni Smith, Lexi Boling, Sara Blomqvist, Xiao Wen Ju, the flowers do have a quality to them that implores you to give them all a home. Unlike Freja Beha Erichsen, we would have picked the blue hydrangeas.