Jannik Sinner returns to his alpine roots in the new Gucci ‘Altitude’ campaign
The Italian brand has collaborated with sport brand Head to create a line of ski-slope ready kit
GUCCI HAS GONE ALPINE. For its latest campaign, Gucci Altitude, the Italian house has swapped its more familiar home on the runway for the ridgeline, with tennis star and Gucci brand ambassador Jannik Sinner, fronting for the camera. The shots, taken across sweeping white peaks, celebrate the house’s new winter sports collection in collaboration with sporting brand Head.
For those who may not be overly familiar with Sinner’s backstory, before Sinner was taking home grand slam after grand slam, the Italian sportsman was flying – and winning – giant slaloms before he had even turned 10.
“This was such a special and unique shoot in the middle of the mountains,” Sinner says. “I’ve always loved the mountains, and this shoot took place in the most incredible setting. Gucci always comes up with amazing ideas, but this one felt truly magical and was an experience I’ll never forget.”
Under the artistic direction of Creative Director Demna, the collection weaves Gucci’s signature polish into performance gear, iconic monogram included. There are three-layer jackets, water-resistant finishes and ski-pass pockets that are all very practical and do exactly what they need to on the mountain. The added bonus is how cool they look.
The collaboration with Head also sees the line include tactical pieces such as skis, boards and helmets, each one carrying the house’s web stripe. It’s a knowing nod to Gucci’s heritage, reimagined for those who prefer the slopes to the city.
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