‘We were honoured to be her parents’: The most touching Census time capsule contributions
‘We were honoured to be her parents’: The most touching Census time capsule contributions

Sarah Finnan

I tried the Shakti acupuncture mat for 2 weeks – here’s how it went
I tried the Shakti acupuncture mat for 2 weeks – here’s how it went

Grace McGettigan

Gaining weight for a part is good but wearing a ‘fat suit’ is bad? Unpacking the Emma Thompson backlash
Gaining weight for a part is good but wearing a ‘fat suit’ is bad? Unpacking...

Sarah Finnan

This surprisingly modern four-bed family home is on the market for €335,000
This surprisingly modern four-bed family home is on the market for €335,000

Sarah Finnan

Life Hacks: Three top TikTok tips to make your home smell incredible
Life Hacks: Three top TikTok tips to make your home smell incredible

Sarah Gill

This newly-renovated family home with lots of garden space is on the market for €312,500
This newly-renovated family home with lots of garden space is on the market for €312,500

Sarah Finnan

The Great Getaway: 9 things to put on your Belfast bucket list 
The Great Getaway: 9 things to put on your Belfast bucket list 

Sarah Finnan

How not to break up online: ‘My husband’s girlfriend trying to take the p**s out of me’
How not to break up online: ‘My husband’s girlfriend trying to take the p**s out...

Amanda Cassidy

Why we should all be swimming in the Irish seas this summer
Why we should all be swimming in the Irish seas this summer

Freya Drohan

‘Two decades as a vegetarian has left me ill-equipped to whip up a protein-rich meal for my baby’
‘Two decades as a vegetarian has left me ill-equipped to whip up a protein-rich meal...

Hannah-Louise Dunne

Image / Fashion

The Re-Positioning of Gucci


By Ellie Balfe
14th Apr 2015
The Re-Positioning of Gucci

The new Pre-Fall ad from luxury house Gucci hit radars today and it looks like quite the departure from the brand previously notorious for its almost untouchable levels of high octane glamour we saw in the Tom Ford era. The company’s new creative director, Alessandro Michele, seems to have set down a more low-key, romantic narrative with the scene he shows.

In the ad we see a vignette of a liaison between a couple that is charged with something more subtly sexy than the outright shouting about it we’ve seen before. It portrays that languid, lazy space between couples that evolves when intimacy is a given. ?And we like it.

 

Whether this re-postioning serves to re-set the brand’s ailing figures will remain to be seen. In 2014, their revenues fell about 2% while their operating profit fell almost 7%, which in luxury terms, is a problem. Does the new direction level the playing fields and allow more of us ‘real people’ into their luxurious space, or not? ?Time alone, will tell.

@elliebalfe