Christopher Simmonds

Simmonds is the go-to guy for fashion brands looking for extra edge and impact in their advertising campaigns. He was one of the key figures behind the Gucci re-imagining that has garnered so much industry attention, providing the art direction for new Gucci designer Alessandro Michele 's first campaign for the storied fashion house. Simmonds was also behind the much-lauded redesign of Dazed and Confused in 2010, when he was the magazine's creative director. Born in Birmingham in the 1980s, Simmonds grew up immersed in the city’s counter culture that continues to influence his work today. Simmonds moved to London (where he is still based) to study at Central St Martins. His final project, a men’s magazine titled ‘He-Man’ sold out. Simmonds set up his own creative design studio in 2009, which specializes in fashion and editorial, and works across multiple platforms. His client list includes the likes of J W Anderson, Alexander McQueen and Alexander Wang , with his work ranging from social media campaigns, website redesigns, window displays to store designs. In 2010, Simmonds realized his childhood ambition by being appointed creative director for Dazed and Confused, redesigning it as a bimonthly, although he has since stepped down from the position.

Role: art director
01

fashion

01:26

The Exquisite Gucci Campaign

“I’ve always been charmed by cinema. For its power to tell stories that can probe human adventure and its drift,” begin Alessandro Michele’s notes on the new Exquisite Gucci campaign, which draws inspiration from a series of iconic films by the late, celebrated sculptor of genres, Stanley Kubrick. Scenes are revisited by the Creative Director and reinhabited by looks from his latest collection for the House, paying homage to the past through imaginative infusions of the present. “I’ve always imagined my collections as films able to convey a cinematography of the present: a score of stories, eclectic and dissonant, that can sacralize the human and its metamorphic ability.”

02

fashion

01:00

addias x Gucci

For the launch of the collection combining the codes of two historic brands, Creative Director Alessandro Michele has envisioned a campaign that takes inspiration directly from an archival 1979 adidas catalogue. Adding a kinetic twist, the visuals come alive with energetic individuals stretching, running, or dancing in place to a soundtrack of pensive phrases portraying how adidas x Gucci sparks infinite interpretations.

03

fashion

01:00

The Gucci Blondie | Love Parade

As an ode to the city that never sleeps, the new Gucci Blondie collection is revealed in a film captured by Angelo Pennetta across New York. Impromptu moments of heritage are set in motion as city-goers clad in Gucci Love Parade looks and Blondie bags visit Manhattan’s most celebrated landmarks. Reflecting the dynamism of the Gucci Blondie persona as well as the House’s approach to time, the selection features unique shapes, each defined by a rounded and refined Interlocking G emblem originally introduced in 1971.

04

fashion

01:26

The Gucci Aria Advertising Campaign

Presenting the new Gucci Aria campaign, envisioned by Alessandro Michele as an exploration of the Ontology of Desire. Set in the secretive and seductive atmosphere of a hotel, the choice of location speaks to the place where it all began The Savoy Hotel in London where founder Guccio Gucci worked as a liftboy in his youth.

05

fashion

01:33

The North Face x Gucci Campaign

Unveiling the #TheNorthFacexGucci collection by Alessandro Michele in a campaign shot by Daniel Shea. Set in the Alps, the collaboration collection is worn by a group of hikers, who camp by the lakes in a trip to the great outdoors. The forests and peaks of the region form a vast and breathtaking scenic backdrop to the imagery, capturing colorful, candid moments of group activity reminiscent of holiday snaps. The campaign’s atmosphere evokes the aesthetic of the 70s, when The North Face was a thriving outdoor retailer based in Berkeley, California and shared a factory and storefront adjacent to Credence Clearwater Revival’s practice studio—whose iconic song ‘Bad Moon Rising’ is featured throughout the video campaign. Music: ‘Bad Moon Rising’ by Creedence Clearwater Revival

06

fashion

01:27

Gucci The Ritual: The Fall Winter 2020 Campaign

“I decided to let the clothes travel towards the houses of the cast of models – the characters that have embodied my stories for years; individuals I chose precisely, over time, for their uniqueness that usually brings my campaigns to life. I asked them to represent the idea they have of themselves, to go public with it, shaping the poetry that accompanies them. I encouraged them to play, improvising with their life” Alessandro Michele gave the models of Gucci The Ritual campaign no script to follow.

07

fashion

01:55

Gucci Of Course a Horse

Set in Los Angeles, the Gucci Spring Summer 2020 campaign stars horses and their human friends in paradoxical scenarios.

08

fashion

02:15

Gucci Cruise 2020 Campaign

Gucci is a party and everyone is invited featuring Gucci Mane, Sienna Miller and ‪Iggy Pop. Inclusive uninhibited hedonism culminates in a party at a Roman villa with diverse characters as guests, epitomizing Gucci’s spirit according to Alessandro Michele.

09

fashion

00:39

#GucciBeautyNetwork

A campaign for three lipstick collections featuring Dani Miller from the band Surfbort. Makeup by Thomas Dekluyver. Music Credits: "Situation" - Yazoo.

10

fashion

02:20

Gucci Gothic

Animals including a tiger, elephant, ostrich, sheep and llama depart for a wooden ark together with the characters from the campaign wearing the new collection by Alessandro Michele in the film for Gucci Gothic. Music- "Big City" by Sonic Boom.

11

fashion

01:14

Gucci Collectors

Meeting the characters from the Gucci Collectors campaign for Fall Winter 2018 and the objects they have passionately collected. The family of outsiders gather together for an opulent banquet. Creative Director: Alessandro Michele. Music: 'Slow' by Bloody Valentine.

12

fashion

01:19

Gucci Dans Les Rues

For Gucci Dans Les Rues the eclectic Gucci tribe are young dreamers transported to Paris in May 1968. The Gucci Pre-Fall 2018 campaign directed by Glen Luchford is inspired by the bold, experimental and iconoclastic French Nouvelle Vague filmmakers of the late 50s and 60s. Creative director: Alessandro Michele. Composer: Laurent Garnier.

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