Irony and decontextualization.
Martin Parr, the renowned British photojournalist, designed the campaign for Gucci’s 2019 men’s cruise collection, investing it with all the features typical of his photography.

Set in Cannes, among some of the most iconic places in the lovely Côte d’Azur’s town, including the Carlton hotel and beach club and the Croisette, the campaign sees the models pose near characteristic swimmers dressed only in their swimsuit and beach towels.
Saturated colors, typical details of seaside towns, deckchairs, rocks and clear sea help to create an atypical environment for the collection designed by the creative director Alessandro Michele.