The Italian fashion label is revealing its debut winter sportswear selection.
This week, the house is unveiling its debut winter sportswear collection. The release, dubbed “ Gucci Altitude,” is accompanied by a new campaign featuring Italian tennis player and brand ambassador Jannik Sinner as he traverses the icy environment.
Framed by Australian photographer Stef Mitchell, the promotional launch captures the athlete atop the slopes of a frosty, white and vast landscape. Mr. Sinner, a former junior ski champion, is seen summiting the mountainous terrain while sporting items from the new collection, which includes men’s and women’s clothing selections, alongside various pieces of ski gear and accessories. Paris-based stylist Sydney Rose Thomas lends her talents to the marketing initiative. Image courtesy of Gucci/Stef Mitchell Comprised of still and a short film, the campaign shows Mr. Sinner as he climbs up the snowy cliffside before slaloming downhill at high speeds. Set to the 2010 past-paced electronic track “Frost” by American band Salem, the imagery takes on a high-octane feel, transporting the viewer and the maison into the mindset of extreme sports. “This was such a special and unique shoot in the middle of the mountains,” said Mr. Sinner, in a statement. “I’ve always loved the mountains, and this shoot took place in the most incredible setting,” he said. “Gucci always comes up with amazing ideas, but this one felt truly magical and was an experience I’ll never forget.” Through the tennis star's presence in the advertisements, Gucci seeks to uplift the elevated high-altitude performance of its debut winter athletic wear launch. Image courtesy of Gucci/Stef Mitchell, spanning ready-to-wear, accessories and footwear, as well as skis, ski poles, snowboards, sports bags, and helmets created in collaboration with Austrian sports equipment company Head.In recent months, the maison has undergone great internal change, ushering in a new chapter. Last month, creative director Demna Gvasalia unveiled the campaign for his debut La Famiglia collection, taking the form of a half-hour cinematic experience (Gucci’s athletic winter designs feature 3-layer constructions, water-resistant finishes and other functional detailing. Image courtesy of Gucci/Stef Mitchell Mr. Gvasalia and Ms. Bellettini will have an immense amount of work to do in order to return the brand to its former levels of success, as both sales and influence 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