Christopher Simmonds + Glen Luchford

Re-imagining Gucci

Over the last decade, Christopher Simmonds has risen through the ranks to become one of the most sought after creative visionaries for fashion brands.

His approach to creative development is one instilled with a sense of freedom and creative tension—pairing high with low, cultured with street, and traditional with the radical.

He was one of the key figures behind the Gucci re-imagining that has garnered so much industry attention, providing the art direction for the storied fashion house since 2015. A truly 360o creative collaboration with the brand, Christopher Simmonds has worked across Gucci’s advertising, visual identity, web design, packaging, digital and social media content—all as part of his creative direction remit.

During his creative partnership with Gucci, Christopher Simmonds has collaborated a range of diverse photographers and film-makers. However, his work with Glen Luchford for more than 10 seasons is standout.

Six Month Review

For each seasonal fashion campaign, Christopher Simmonds creates assets designed to tease, sustain and then prolong engagement with the content. Before the launch of a campaign, a series of social media films introduces the narrative in an unexpected way that encourages dialogue and following across social media and online platforms. The campaign launch sees the reveal of the film and corresponding advertising stills. Following the launch, an extensive accessories shoot details the hero products from the collection and increases the longevity of the campaign overall.

Below we highlight all Gucci projects from the last 6 months. From seasonal fashion campaigns to fragrance TV commercials and special capsule collection projects, the narrative across the various collaborations ties back to the overarching brand philosophy.

Spring Summer 2019


Cruise Campaign 2019

Gucci Gothic