Above all else, storytelling is the key to making a megabrand relatable to a millennial audience. Lucky for Gucci, creative director Alessandro Michele is already in on the secret. Ever since he took the helm at the Italian luxury house, Michele transformed the narrative of the storied brand from high octane glamour to cool and eccentric. Simply put, he elevated the idea of Gucci as a clothing label to an aesthetic that can be translated into a lifestyle.
Amongst the many ways in which Michele brought about these changes is by constantly collaborating with different artists. This time, he worked with documentary photographer Martin Parr, who caught Michele’s eye with his satirical and anthropological viewpoint to modern life. In-the-moment, humorous and somewhat abrupt, Parr’s images evoke a sense of surprise while offering commentary on our everyday goings on. Parr will be lending his discerning eye to Gucci to capture the nature of time—featuring Gucci watches in the specially commissioned Instagram project #TimetoParr.
Parr shot his new work against the backdrop of nine different spots where Gucci has previously staged shows or campaign shoots, or simply places that inspired Michele. The documentary photographer has used real, unknown people in #TimetoParr, preserving his love for authenticity. There are images of people performing completely normal actions like washing their hands or feeding a dog, taking a selfie and so on. Each of these makes room for a Gucci watch that’s ubiquitously, but unassumingly, part of the frame. Vogue helps you get to know Martin Parr, the man behind the camera, better.
What is your relationship with social media? Has it changed the way we observe people and their actions?
Social media has not changed how I work or view people. For me it’s [about] having and growing a larger audience for my work; it’s now easier to get your messages out.
You have an eye for unconventional subjects focusing on the authentic and somewhat earnest. What did you try to portray in #TimeToParr?
I made photographs of the places and the Gucci watches within these places, being worn and appearing in real situations or laid out in interesting and different ways, again referencing my own work.
You are famous for your photojournalistic works. How was the experience of working with a big fashion house like Gucci?
Gucci allowed me to use my experience by giving me freedom within the brief. This allowed me to widen the parameters and make interesting work.
Have a look at the #TimeToParr Instagram project via our slideshow below.
The post Gucci’s latest project captures the nature of time with Martin Parr appeared first on VOGUE India.