Gucci and Glazer’s runway rebels

The trouble with fashion models is that the poor undernourished dears are often portrayed as little more than mannequins; glorious automatons with less personality than the fancy threads draped about them; pouting and shimmying as if they’ve got it all going on. 

Helmed by Jonathan Glazer (who recently won two Oscars for Zone of Interest) through Academy and Wanda Productions, this enjoyable campaign for Gucci continues the brand’s strategy of cinematic auteur-led fashion films and features a pack of unusual characterful beauties who seem to be having a hectic time. 

There are angsty models kicking vending machines and grumpily splashing in pools, slumming it in motel bedrooms, hurtling pell-mell across the moon in flying cars, and having animated chats as they gather together for some moonlit marching.  

The fun visuals are greatly enhanced by a cool cacophony that comprises slinky Italian pop (Mina’s Un bacio è troppo poco), the frenetic crashing of Slipknot's (sic) and the gentle crooning of Charles Aznavour’s Hier encore.