SONGSTRESS LYKKE LI IS GUCCI'S NEW MUSE
The new Gucci video is a dreamscape of music, fashion and creativity
For its SS 2015 video, Gucci has tapped electro-pop songstress Lykke Li capturing a day-in-the-life of the Scandinavian singer who sports the season's new Gucci Lady Web bag with cool, easy-does-it charm. To the beat of Li's hit track “Just Like a Dream” and soaked in moody lighting, the cameras zoom in and out showing the musician as she browses through a vintage record store and composes at the piano as flashbacks show her exotic travels. Gucci's Lady Web is an icon of the house, one of the many that come fall will bank on the new direction of creative head Alessandro Michele, who replaced Frida Giannini in January. His first women's collection was highly praised throughout the industry for its intriguing, romantic and rich character, perfect for the new digital generation.