Tippi Hedren, the 88-year-old muse of director Alfred Hitchcock, is the star of Gucci’s new campaign—and she’s bringing just the right darkly mystical vibe. Iconically stylish senior citizens are the current wave in fashion, and Hedren is the perfect face of the label’s new ads for jewelry and timepieces.
Hedren, who got her start modeling in department-store fashion shows, was discovered by Hitchcock and went on to appear in his famous film The Birds in 1963. In the campaign shot by Colin Dodgson, the actress stars as a fortune-teller surrounded by candles and crystals and accompanied by fellow models Victoria Schons, Emily Unkles, Tom Atton Moore, and Tex Santos Shaw. Gucci’s new jewelry and timepieces sparkle as Hedren does crystal-ball and palm reading. (Could this be any more Los Angeles?)
And fittingly, the campaign is set in Los Angeles, with a classically Gucci, colorfully Baroque interior complete with moody red lamps, gold chairs, crystals, and candles. The ad images also include a short video, which features the Gucci Ouroboros, Le Marché des Merveilles, and GG Running jewelry collections, as well as the G-Frame and G-Timeless timepieces.
Modeling for Gucci is in the family—Hedren’s granddaughter Dakota Johnson has been a longtime Gucci muse and was the face of the first-ever Gucci fragrance. Hedren is the latest senior to star in the brand’s campaign. At 83, Joan Didion was the face of Céline and, last September, Maye Musk at 69 was chosen as the new CoverGirl. Lauren Hutton, 73, starred in Calvin Klein’s April 2017 underwear campaign.
Hedren is also a longtime animal activist, which makes the Gucci campaign an even better fit, considering the label recently went fur-free. Check out an image from the shoot below:
Channeling an otherworldly spirit, the new #GucciTimepieces and #GucciJewelry campaign directed by @colin_dodgson tells the story of a fortune teller—famed actress #TippiHedren—reading the fate of young visitors wearing key pieces from the new collections. Discover more through link in bio. #GucciOuroboros Creative Director: #AlessandroMichele
Art Director: @christophersimmonds