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Gucci Goes Minimal for Its Spring 2013 Ad Campaign, and We Love It (Forum Buzz)

Gucci pared back its ad campaign this season, going for a type of minimalism reminiscent of Tom Ford’s era at the brand. Mert Alas and Marcus Piggott photographed models Anja Rubik and Karmen Pedaru against a simple grey background sporting looks primarily of one color (from what we’ve seen thus far). Forum members couldn’t get enough of the campaign.

Gucci Spring 2013 ad campaign - Anja Rubik and Karmen Pedaru photographed by Mert & Marcus

“Gorgeous,” wrote WolkFolk. “The minimalism of the ad reminds me of the good old glory days of the brand. Perfect way to capture the collection and the girls look absolutely stunning.”

Kokobombon posted, “The good old days are back!!! I’ll take 1990s minimalism over the over-the-top opulence of recent campaigns any day of the week.”

“I think they both look incredible,” Psylocke commented on the models. “Very good job on the hair, makeup and editing. This is really good for a Gucci campaign. I'm surprised by how they managed to make such a huge turnaround from all of the last few years' campaigns and yet it still looks so right, it totally works. I love this!”

Gucci Spring 2013 ad campaign - Karmen Pedaru photographed by Mert & Marcus

Personally, it wasn’t until I saw the second image that the throwback Gucci feeling clicked for me. Between the simple lines of the clothes and the light and tone of the background I got a flashback of the infamous Spring 2004 campaign photographed by Mario Testino featuring Carmen Kass and Louise Pederson with a “G” shaved into her nether regions. I don’t anticipate this campaign getting quite so scandalous, but I appreciate the new “old” route Gucci seems to be exploring with this campaign and I'm curious to see more of it.

Images scanned by Fashion Spot forum member Northern Star.