Gucci’s futuristic ad campaign for its 2017 FW collection attracted great attention. Directed by Glen Luchford, the commercial features not usual models but dinosaurs, robots and all kinds of space creatures in fantastical compositions. UFOs take control in #gucciandbeyond campaign which has created a tremendous impression with its radical approach to traditional understanding of luxury.

The campaign, of which Christopher Simmonds is the creative director, is inspired by the cult sci-fi movies of the ‘50s and the ‘60s such as Star Trek, Creature of the Black Lagoon, and Star Wars.

, Gucci’s creative director, states the only thing he refuses to accept is that fashion needs rules; and this campaign clearly proves that the modernist and technological approach can collaborate with fashion. It seems that aliens also keep up with the fashion.