INDEPENDENT SPIRIT: Gucci has tapped Mert Alas and Marcus Piggot to shoot its first-ever ad campaign solely dedicated to the season's must-have accessory. For fall, it's the Indy bag, a rigid frame style with a strap inspired by the steering wheels of old racing cars, hence its name.
The two, which creative director Frida Giannini selected for their ability to interpret her vision, shot in a studio in London on a set that re-created the asphalt of a racetrack. Sprawled across the track is model Natasha Poly, shielding her eyes from the sun while dressed in a leather-and-fur blouson jacket and clutching a crocodile bag.
"This is not a typical still life campaign," said Giannini. "For me, the Indy bag embodies the core characteristics of the Gucci woman: sensuality and strength. This is why I wanted to create a dynamic setting."
The campaign breaks in August fashion titles worldwide.