Soft focus for Gucci

Gucci’s new spring/summer advertising features Northern European models Freja Beja and Iselin , as is a move away from Tom Ford’s in-your-face sex appeal. The new ads are not the steamy poses we have come to expect from the Italian luxury brand, rather they are reportage-style images with a hint of seventies nostalgia. Debuting in the January issues of Italian Vogue and Uomo vogue, Frida Giannini, Gucci’s new creative director, is taking the brand in a new direction.

“The most important message that I wanted to give with this ad campaign was optimism. I wanted the new Gucci woman to express this through light, color and a new way of being real and natural,” said Giannini in a recent interview. “It’s younger and fresher, while still the confident sexy Gucci girl you know.”