Instead of a big fancy production, Gucci left its Fall 2020 campaign shoot in the hands of its models and muses.

As the world continues to promote social distancing and urges most to stay home, Gucci (<a href="https://www.instagram.com/gucci/">@gucci</a>)&nbsp;passes the batons to its legion of models for its coming Fall/Winter 2020 campaign shoot, titled Gucci The Ritual.

Instead of having a <a href="https://www.lofficielmalaysia.com/fashion/sodeertome-gucci-reminisces-sweet-infancy-in-pre-fall-2020-campaign">big and extravagant production and set</a>, creative director Alessandro Michele put trust to his muses to do a unique at-home photoshoot where the models become their own photographers,&nbsp;storytellers, producers and scenographers to tell the story on what they think Gucci means.

GU681_FW20_LAYOUTS_72dpi_3.jpg

A raw, candid and very&nbsp;fitting concept for the Gucci Fall/Winter 2020 collection, the campaign brings to mind the power of social media and self-produced content&nbsp;- a turning point that has taken over humanity. Self-expression has always been key for the Gucci DNA and this campaign says it all.

It also resonates with Gucci&#39;s show in February, where the invite came in form of a WhatsApp text and the revolving 360-degree runway showcased&nbsp;a chaotic behind-the-scenes where Alessandro and his team prepped and dressed&nbsp;60 models to walk the show.

In Alessandro&#39;s&nbsp;words, &quot;You were our show, and we were your show.&quot;

GU681_FW20_LAYOUTS_72dpi_1.jpg

He adds, &quot;I surrendered to the idea that beauty can appear, unpredictably and wonderfully imperfect, through the absence of control. 
So I let my models build their own images. To act as photographers and storytellers, producers and scenographers.

&quot;I asked them to represent the idea they have of themselves. To go public with it, shaping the poetry that accompanies them. I encouraged them to play, improvising with their life.&quot;

And in a campaign video teaser, Alessandro himself also made an&nbsp;appearance where he and the models all sang along to &quot;Alright&quot; by Supergrass (see the video below).

Scroll down to the full collection of campaign images:

GU681_FW20_LAYOUTS_72dpi_2.jpg

GU681_FW20_LAYOUTS_72dpi_4.jpg

GU681_FW20_LAYOUTS_72dpi_5.jpg

GU681_FW20_LAYOUTS_72dpi_6.jpg

GU681_FW20_LAYOUTS_72dpi_7.jpg

GU681_FW20_LAYOUTS_72dpi_8.jpg

CREDITS 
Gucci FW 2020-2021 collection 
Creative Director: Alessandro Michele 
Art Director: Christopher Simmonds

VIDEO MUSIC 
Sony/ATV: &ldquo;Alright&rdquo; 
Writers: Gareth Coombes, Daniel Goffey, Michael Quinn 
&copy; 1995 EMI Music Publishing Italia Srl on behalf of EMI Music Publishing LTD

BMG: Supergrass 
&ldquo;Alright&rdquo; 
(P) 1995 The Echo Label Limited, a BMG Company 
&ldquo;courtesy of BMG Rights Management (Italy) Srl&rdquo;

Models take Gucci into their own home for "The Ritual" campaign feat. F/W 2020 collections

Tags

Related Articles

Arts, Culture & Lifestyle

8 Korean dramas and reality shows to watch (or rewatch) right now

Fashion

#SoDeerToMe: Gucci reminisces sweet infancy in Pre-Fall 2020 campaign

Fashion

Dries Van Noten leads petition to change fashion calendar and deliveries

Recommended posts for you

Arts, Culture & Lifestyle

lululemon takes you FURTHER, transforming the impossible to the possible

Fashion

From Stars to Show: Inside the Louis Vuitton Women's Pre-Fall 2024 show in Shanghai

Digital Cover

Digital Cover #11: Daiyan Trisha on women empowerment and her next big adventure

Beauty

Chanel's Coco Mademoiselle Eau de Parfum is an expression of youth and freedom

Runway

LIVE: Louis Vuitton Pre-Fall 2024 Voyager show in Shanghai

Fashion

All the stars we caught at New York Fashion Week with OPPO Reno11 Pro 5G

Fashion

Meet the colourful new Coach collection with its ambassador Lee Youngji

Arts, Culture & Lifestyle

LOFF After Hours: Sustainable shopping havens in KL and PJ