Petra Collins Gives Gucci’s DIY Campaign a Touch of ‘70s Aesthetic

Everyone has been taking the DIY route nowadays; even Italian house, Gucci. The luxury fashion label just announced their new personalization service, giving consumers the option to customize their favorite accessories. And who better to show off the brand’s new DIY project than photography’s it-girl, directing talent and past Gucci collaborator, Petra Collins? She's been the mastermind behind Gucci’s eyewear visuals, mascara campaign, Chinese New Year capsule and now, their ‘70s-inspired DIY campaign film.


Nodding to a time almost 50 years back, the one-minute flick follows a wannabe rockstar’s dream sporting Elton John-inspired boots, tee and an extra large GG tote while being followed by fans and scoring big at the pinball machine. "The specially created letters for the initialing service are inspired by those seen on a pair of boots from Sir Elton John’s wardrobe archive, which also featured in the Gucci Spring Summer 2018 fashion show," Gucci explains. Though Collins’ work always emanates a surreal and dreamlike aura, the video culminates in a not-so-ethereal ending. Watch the Petra Collins-shot film above and head here to add your own touch to Gucci’s Ophidia tote and Ace sneakers. Based in New York? Check out Gucci’s new store for your very own AR experience viewing the customizable pieces before they’re made!

Words: Vanessa Feder
Photography: Petra Collins