See Gucci's Cool, Casual First Ads Under Its New Creative Director

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Gucci has released the first ads produced under Alessandro Michele's creative direction, and they are a clear departure from the days of Frida Giannini. The campaign is for Gucci's pre-fall 2015 collection, which, according to Business of Fashion's Imran Amed, was actually designed by Giannini, though Michele has since been put in charge.

Amed points out that the ads downplay the gender-neutral vibe that dominated Michele's runway for both men's and womenswear this season, and that photographers Mert & Marcus have been swapped for British fashion photog Glen Luchford. While this is yet another step forward for Gucci, it's still too early to tell if Michele's vision will translate into higher sales for the brand.