Anyone who has any doubt Alessandro Michele dances to the beat of his own creative drum need look no further than Gucci’s Autumn/Winter 2017 advertising campaign, unveiled globally today.

Because, while the series of shots – and especially the campaign video, shown below – are as far from the traditional high gloss, high glam snaps we’re used to from high-priced brands, they’re as close a look into the eccentric mind of Gucci’s creative director as you’ll ever get.

Michele was inspired by the popular sci-fi television show genre of the 1950s and ‘60s – think Planet of the ApesLost in SpaceCreature from the Black Lagoon and Star Trek 1.0 – inserting his own retro-futuristic vibe AW17 clothes and accessories into some the show’s archived sets.

Some photos are slightly out of focus, others poorly lit and the video given a grainy effect to imitate those iconic, almost funny old-school feels. Photographer and director Glen Luchford, a regular campaign collaborator with Gucci, lent his hand again this season with Christopher Simmonds acting as art director and Michele, overall creative boss.

The biggest irony? Most of the cool kids who line up these days for Gucci wares won’t have any clue what references like “the teleportation room” even mean – which of course, makes the campaign all the more radical (read: cool).

WHAT DO YOU THINK OF THIS NEW GUCCI CAMPAIGN? TELL US IN THE COMMENTS

GU532_FW17CAMPAIGN_DPSCrops_2

GU532_FW17CAMPAIGN_SPCrops_Square_27
Creature of the Black Lagoon courtesy of Universal Studios Licensing LLC

GU532_FW17CAMPAIGN_DPSCrops_1

GU532_FW17CAMPAIGN_DPSCrops_3

xguccishoes

GU532_FW17CAMPAIGN_SPCrops_Square_8
Models replace actors in the original Star Trek “teleportation” room
TM & © 2017 CBS Studios Inc. STAR TREK and related marks are properties owned by CBS Studios Inc. All Rights Reserved

GU532_FW17CAMPAIGN_SPCrops_Square_17
TM & © 2017 CBS Studios Inc. STAR TREK and related marks are properties owned by CBS Studios Inc. All Rights Reserved

GU532_FW17CAMPAIGN_SPCrops_Square_14
TM & © 2017 CBS Studios Inc. STAR TREK and related marks are properties owned by CBS Studios Inc. All Rights Reserved

GU532_FW17CAMPAIGN_SPCrops_Square_21
TM & © 2017 CBS Studios Inc. STAR TREK and related marks are properties owned by CBS Studios Inc. All Rights Reserved

GU532_FW17CAMPAIGN_DPSCrops_5
TM & © 2017 CBS Studios Inc. STAR TREK and related marks are properties owned by CBS Studios Inc. All Rights Reserved

GU532_FW17CAMPAIGN_SPCrops_Square_20
TM & © 2017 CBS Studios Inc. STAR TREK and related marks are properties owned by CBS Studios Inc. All Rights Reserved

xgucciproduct
TM & © 2017 CBS Studios Inc. STAR TREK and related marks are properties owned by CBS Studios Inc. All Rights Reserved

GU532_FW17CAMPAIGN_SPCrops_Square_19
TM & © 2017 CBS Studios Inc. STAR TREK and related marks are properties owned by CBS Studios Inc. All Rights Reserved

GU532_FW17CAMPAIGN_SPCrops_Square_15
TM & © 2017 CBS Studios Inc. STAR TREK and related marks are properties owned by CBS Studios Inc. All Rights Reserved

thoughts?