Disco fever

Gucci pays homage to Studio 54’s psychedelic dancers
By Jake Hall | Fashion | 14 February 2020

Photography Jordan Hemingway

Alessandro Michele‘s vision for Gucci has always been one of unrestricted self-expression. Bohemian eccentricity, maximalist glamour and subversive undercurrents have fast become his staples, but in terms of inspiration, it’s always been about one decade: the 1970s.

These references are written across the new GG Psychedelic Collection, which launched this week alongside an exclusive pop-up at London’s Selfridges. An accompanying campaign, shot by Jordan Hemingway, sees a cast of Michele’s muses take to the dance-floor in a recreation of the iridescent, energetic atmosphere of 70s nightlife havens.


The capsule collection itself is typically joyous, centring colourful renditions of the famous ‘GG’ logo. Splashed across tote bags, watches and even baseball caps, it’s a clear distillation of Michele’s core message: more is more.

This same energy permeates the campaign, which pays tribute to the charismatic outsiders determined to dance to their own beat. Naturally, they’re captured on Polaroid – a nod to photographers like Antonio Lopez, always on hand at Studio 54 with a camera to preserve the magic.

More information on Gucci’s GG Psychedelic Collection here.

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