STYLE Edit: Home lockdown? Gucci’s retro interior-inspired trainer collection lets you literally blend in with the furniture – and Gucci Mane, Iggy Pop and Sienna Miller are on board
Chapter 2 of the #AccidentalInfluencer campaign builds on the retro-styled shoes debuted in last year’s collection – and Gucci has moved with the times, finding the fun (and fashion) in being at home: think shag carpet, textured wallpaper and lots of brown and beige
Have you been sticking to Covid-19 lockdown measures and noticed the inevitable consequence: you’re becoming part of the furniture? On the face of it, sweatpants that match the sofa cover might not feel very glamorous, but Gucci has managed to find the fun (and fashion) in being at home.
The second chapter of the #AccidentalInfluencer campaign, shot again by London-based artist, photographer and director Max Siedentopf, plays with the idea of imitation and replication through the Gucci Tennis 1977 trainer.
The heritage-inspired shoe takes from archival design, featuring the classic Gucci Web stripe and Tennis 1977 label. The low-top sneaker made its first appearance last year at the Cruise 2020 “Come As You Are” campaign, which featured celebrities such as American rapper Gucci Mane, actress Sienna Miller and rock star Iggy Pop.
For the #AccidentalInfluencer campaign, models showcase the Gucci trainers as they match often unremarkable household objects and settings, such as red-and-green chequerboard linoleum floors or a pile of plastic high school trophies. In keeping with Gucci creative director Alessandro Michele’s retro-inspired aesthetic, the campaign shoot evokes a 1970s theme, with unabashed prints, gold patterns and a nostalgically-brown shag stair runner.
Michele and Siedentopf debuted the first chapter of the campaign in February, portraying the #AccidentalInfluencer with lookalikes who ran into each other wearing the same pair of the Gucci low-top trainers.
But, as many of us have had to learn during this pandemic, sometimes it’s better to just stay indoors, hence this timely follow-up chapter.
For the campaign, the original series of Gucci Tennis 1977 trainers are joined by new men’s and women’s variations from Gucci’s Off The Grid collection, conceived as part of the Italian luxury brand’s circular fashion goals.