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Petra Collins Directs Gucci Eyewear Campaign Commercial


Apr. 23 2017, Published 11:56 p.m. ET

Photographer and muse Petra Collins directed Gucci’s dreamy commercial campaign for their 2017 Spring/Summer eyewear collection.  The otherworldly new film is based off of Collins’ childhood in Hungary. Featuring her younger two cousins, Collins’ shot #GucciDreamscape from a child’s perspective and used endless imagination to transform reality into a fantasy dream world.

The trippy video begins with the two children taking a pair of bejeweled Gucci sunglasses from their sleeping grandmother. After putting them on, reality is transformed into a surreal dream-like fantasy through the lens of the bedazzled frames. The etherealness of the short film is an appropriate match for Gucci’s quirky and whimsical eyewear collection.

“Budapest is where it was filmed and it is where I feel most at home,” Collins wrote in an email regarding the campaign. “I shot my family last summer for A Magazine Curated by Alessandro Michele and was totally inspired. I was totally taken by my two cousins who were just magical in front of the camera. I really wanted to direct a film with them in it and when Alessandro asked me to shoot a film for the eyewear I thought they were the perfect subjects.”

Through Collins’ younger cousins, we’re taken on the adventure of a lifetime—from the cozy comfort of grandma’s house to a luxurious bathhouse. “The eyewear is so playful and is something you put on and look through to feel different,” writes Collins. “The kids portray that. Their world is so big and so mysterious. When they put on my grandma’s sunglasses they imagine a whole new exciting world.”

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