In tough times, it’s interesting to see how Luxury Brands, specifically ones more associated with frivolity and a certain ‘joie de vivre’ (or recklessness, depending on your point of view) have scrambled to reposition themselves with authenticity at their core. Gucci, with it’s latest ad campaign has taken this one step further by recycling  vintage ads with one of the proto supermodels Veruschka and the languid Jetset glamour of Peter Sellers (above – from behind)

It’s a smart bit of thinking from the Creatives at Gucci, serving two roles, establishing an authenticity of product and making you think twice about the longevity of the brand, and the powerful allure of the jetset. Similar to way Louis Vuitton photographs it’s signature bags adorned on the iconic, the famous or just plain interesting, it’s a great way of proving your sticking power when others around you are floundering. It’s a great story, and I wonder if it presages a trend towards other fashion houses recycling their archives in other interesting ways. More ads after the jump. (Source WWD)