Gucci never fails to impress with its campaigns, and this one is no different. From the gleaming cuffs to the glowing tans to the glossy nails, Mert and Marcus perfectly capture the brand's luxurious, sophisticated, modernistic aesthetic. There's nothing "edgy," about it, yet there's something infinitesimally futuristic in the perfectly calculated poses and seamlessly contrasting angles. It's subtly subtly unconventional without being obnoxiously avant garde, classically beautiful without being predictably boring. In other words, it's perfection. It sells not only gorgeous clothes, but gorgeous people and a gorgeous lifestyle - it makes you want to belong to that high-definition world of silk jumpsuits by the poolside and golden tables as footrests (and chiseled, shirtless male models). And if you can't live in Gucciland, at least you can buy their clothes. Artistic value aside, that is the purpose of a good campaign.