While the world watches (and judges), Gucci’s new Creative Director, Alessandro Michele releases his first advertising campaign for the brand.

After debut shows that were deemed acceptable for Gucci by the fashion set, the world’s been waiting for something that surpasses that from Gucci’s new CD, Alessandro Michele. And so, in an attempt to give us just that, the former accessories designer has offered up a change of direction for the brand’s latest campaign.

With a “the morning after” kind of vibe, Michele places a couple looking beautifully dishevelled (or at least as dishevelled as models can get) in a evidently lived-in apartment with a worn out rug and chipped paintwork. Jack Chambers and Alexandra Elisabeth share a kind of lazy magnetism amongst the warm colours in such a comforting space. We’re starting to think a Gucci bag might be a worthwhile investment as a piece of interior design to spruce up our IKEA bookshelves.

The Business of Fashion, who had the responsibility of first publishing the campaign, deemed Michele’s handling of creating a campaign for, his predecessor at the brand, Frida Giannani’s final collection as, “an usual twist…handled rather well.”

Words: Lily Walker