Photography via Instagram/@Gucci

Gucci Taps Documentary Photographer Martin Parr for Latest Campaign

After launching a home decor collection and opening a Michelin-Star restaurant, Gucci is once again disrupting the traditional rules of high fashion, this time by lending the artistic wheel to Martin Parr. Parr, a legendary British photographer better known for his photojournalism and documentary photography than slick fashion images, captures the candid and mundane in hopes of highlighting patterns of human behaviour.  Parr’s portfolio is filled with unposed, raw, spontaneous and honest images of normal (non-airbrushed) people enjoying their everyday (real life) activities : sunbathing, shopping, eating, waiting in line, dancing, etc.

Gucci’s “Time to Parr” campaign draws from the photographer’s uncalculated aesthetic by candidly shooting strangers, not models, wearing the Italian brand’s watches. The photographer travelled to nine ‘Gucci places’ – namely, the Gucci Gardens in Florence, the LACMA in Los Angeles, the Biblioteca Angelica in Rome, the Bibo’s restaurant in Hong Kong, the Chatsworth House in Derbyshire, the Waltz shop in Tokyo, the Maison Assouline in London, the Country house Castello Sonnino Montespertoli near Florence and the Dapper Dan ateliers in Harlem New York – where he photographed people performing normal everyday actions : hailing a cab, taking a selfie, feeding a dog, eating a banana, etc.

These images perfectly befit Alessandro Michele’s recent creative narratives for Gucci, expanding the brand’s identity from selling commodities to selling a lifestyle. Indeed, a timepiece isn’t just an accessory, it becomes part of one’s daily actions, often an intimate gift from a loved one or a valued heirloom.