Gucci X Molly Goddard

Chloe Payne
Mar 22, 2017
2 min read

Task: Create a collaboration between a luxury and a niche brand.

The collaboration will be advertised through a print media campaign, published in magazines such as: Vogue, Dazed and i-D. Social media will be heavily focused on Instagram with a hash-tag of #GUCCIXGODDARD to engage the consumers and elevate the collaboration. To communicate the collaboration effectively the images will be fun, playful, young, colourful and quirky – whilst being heavily branded and instantly recognisable to both brands.

To mix Gucci and Molly Goddard effectively the campaign images will present consumers with a desirable lifestyle that they will lust after. There will be a very ‘English’ feel to the images with the setting being a big country house, in the spring. Set at mid-day, the sky will be clear blue with a few fluffy clouds (as it is Britain after all!). The models will be seen frolicking around a tea party, as free-spirited extroverts. The tea party will be an extravagant affair, with influence from Alice in Wonderland’s mad-hatters celebration, suggesting fantasy is surrounded around the products.

The products will contrast the natural colours of the British landscape. Bold pinks, blues and gold’s will be the main focus on the garments.

The models will have light makeup to symbolise youth and the hair will be simple to emphasise the indulgence and luxuriousness of the products. Large use of branded accessories such as shoes, bags and jewellery will be important to emphasise the message of desirability towards the brands and the collaboration. The shoes worn will be slipper-like, suggesting that the setting is their home and this fabulous attire is regular for them, it is a dream-like world but it is their reality. A reality in which consumers long to be apart of.

The collaboration will strengthen Gucci’s new image whilst bringing higher exposure to Molly Goddard. Gucci have been creating fun and playful campaign images for the last two years. This trend will be continued but will be updated by introducing a strong narrative that everyone knows of`: the mad-hatters tea party. Whilst also adding in a fresh, new designer, Molly Goddard. This will be sure to raise interest and create success.