Martin Parr casts his satirical eye on sunbathers in new Gucci campaign

The Magnum photographer’s typically idiosyncratic images of life on the French Riviera for Gucci’s Cruise 2019 collection have also been published in book form by IDEA

Under Creative Director Alessandro Michele’s rein, Gucci’s recent ads have brought us everything from a playful ode to 70s sci-fi films to a series of kitsch classical painting-esque artworks by Spanish painter Ignasi Monreal.

Since Michele’s appointment in 2015, the fashion house has taken a distinctly nostalgic approach to its creative offering, putting a refreshing spin on its longstanding reputation for excess.

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