Tuesday, 27 September 2016 15:34

ChicGeek Comment The Glen Luchford Fan Club

amber valletta 1997 prada glen luchfordI’m not going to lie, photographer, Glen Luchford’s, name wasn’t in my style vocab. until he teamed up with Alessandro Michele for the recent maximalist makeover at Gucci.

Left - Making minimalism sexy in Prada's 1997 campaign

When you don’t read glossy magazines, anymore, it becomes more difficult to learn and credit the images with the photographer, even though he’s been working way before the digital revolution.

It turns out the British-born photographer produced one of my favourite images of the 90s. Model, Amber Valletta, slouched in a boat for Prada's 1997 AW campaign was a seminal image. It heralded the start of minimalism. A new sexy and seductive minimalism and the start of Prada entering the pantheon of luxury brands. 

I remember seeing it take up a full double-page spread of the broadsheet newspaper I was reading at the time and it was part of my awakening to fashion and the power of fashion images. It was the end of 1997 and luxury fashion was on the cusp of reaching into the mainstream of people’s lives and this image seemed to define the introverted sexuality of the time. 

tom hiddleston gucci tailoring

Fast forward nearly 20 years and Luchford has gone to the other end of the fashion spectrum by teaming up with Gucci’s new Creative Director and giving the great clothes Gucci are producing the life and context needed to really lose yourself in the OTT images. 

Right - Tom Hiddleston in the latest AW16 Gucci Tailoring campaign

Each campaign has continued to develop the Gucci fantasy of symbols, colour, print and geek-chic sophistication. From peacocks to flamingos to chickens to Afghan hounds, Luchford’s images are a menagerie of people and interiors too. This is the age of dress-up: a clashing of influences and inspiration, Luchford's campaigns are a lesson in richness while feeling light and not being the sole preserve of money, but an eccentricity in taste.

In the age of Instagram, producing images that make you stop and pause is getting harder and harder. It helps that I like the clothes, yes, but these images are really defining this moment in fashion and style. 

Below - Shot at Chatsworth and starring actress, Vanessa Redgrave, the new Cruise 17 Gucci campaign

The new Cruise campaign - below - has a Pre-Raphaelite busyness that would satisfy the most fussy of kleptomaniac Victorians. And, this brings us full circle to the Prada image - above - even though the time was 90s minimalism it could have just as easily been inspired by Millais' Ophelia or Waterhouse's Lady of Shallot. It's not just beautiful, it's also clever.

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