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Gucci’s new campaign – that’s one convincing couch

The sofa in Gucci’s pre-fall 2015 campaign Photograph: Gucci/Gucci

It’s louche, luxurious and a little grungy all at once. Nope, we’re not talking about Alessandro Michele’s debut collection for Gucci, we’ve done that. We’re talking about the tobacco velvet sofa that totally steals the scene in the newest Gucci campaign, which broke this morning.

The campaign is the first in the Michele era and we can guarantee that the sofa therefore means something. It is his thesis for the new regime at Gucci in furniture form. Not even kidding. The is-it-velvet-or-suede fabric and generous size reflects the luxurious heritage of the house. No one who doesn’t live in an architect-designed duplex could fit that beast in. The low back suggests it isn’t for perching neatly on. It’s suitable for much more indulgent behaviour, as the bare torsos and feet suggest and thus ticks the louche Gucci heritage box. But the tobacco-meets-motel colour gives the whole scene a grungier spin: the Michele signature. The bags look great, the clothes look modern. Verdict: we’re converted by the couch.

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