Gift Giving 2016: The Gucci Garden
Kering-owned Italian fashion house Gucci is heading into the gardens of Rome to prompt holiday gifting this festive season.
In an email blast sent to subscribers, Gucci invited consumers to the Gucci Garden, the moniker given to the brand?s flora and fauna motifs introduced by creative director Alessandro Michele. By maintaining a consistent aesthetic across its collections and accompanying communications, Gucci presents to consumers a unified message that upholds its newfound direction.
Garden gifting

Gucci?s email tells the recipient that its Gift Giving 2016 campaign is set in the Garden of Ninfa, located near Rome. Although the video cannot be viewed directly in the email, Gucci alerts consumers to the campaign film?s director, Floria Sigismondi. A click-through on the prompt redirects to Gucci?s Web site where Ms. Sigimondi?s film can be viewed.
Gucci Garden begins with a large snake slithering in the grass while a woman, who is not in focus, walks through the frame holding a blue butterfly on her finger. As ?Il Dolce Suono? from the ?Lucia di Lammermoor? opera plays, a woman in a black dress adorned with a red corn snake is seen slowly raising her arms as if she were a conductor.
Gift Giving 2016: The Gucci Garden email
As the video continues, the Garden of Ninfa is explored, pausing to show two women relaxing on top of a grassy stone bridge. The scene is then cut to a man walking with a Gucci briefcase featuring the snake motif. W...