As the world continues to promote social distancing and urges most to stay home, Gucci (@gucci) passes the batons to its legion of models for its coming Fall/Winter 2020 campaign shoot, titled Gucci The Ritual.
Instead of having a big and extravagant production and set, creative director Alessandro Michele put trust to his muses to do a unique at-home photoshoot where the models become their own photographers, storytellers, producers and scenographers to tell the story on what they think Gucci means.
A raw, candid and very fitting concept for the Gucci Fall/Winter 2020 collection, the campaign brings to mind the power of social media and self-produced content - 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's show in February, where the invite came in form of a WhatsApp text and the revolving 360-degree runway showcased a chaotic behind-the-scenes where Alessandro and his team prepped and dressed 60 models to walk the show.
In Alessandro's words, "You were our show, and we were your show."
He adds, "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.
"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."
And in a campaign video teaser, Alessandro himself also made an appearance where he and the models all sang along to "Alright" by Supergrass (see the video below).
Scroll down to the full collection of campaign images:
Gucci FW 2020-2021 collection
Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Writers: Gareth Coombes, Daniel Goffey, Michael Quinn
© 1995 EMI Music Publishing Italia Srl on behalf of EMI Music Publishing LTD
(P) 1995 The Echo Label Limited, a BMG Company
“courtesy of BMG Rights Management (Italy) Srl”