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

More magic from Gucci and a new commitment to Mother Nature.
Reading time 2 minutes

Themed So Deer To Me, the Gucci Pre-Fall 2020 campaign returns to the nature to remember the age of innocence where imagination runs the wildest. Through the lens of Alasdair McLellan, we’re given a glimpse into the Arcadia of Gucci.

The campaign is set against the backdrop of vast land, with a swing and slide that don’t seem belong to the wild, slip into the frames to capture a surreal mood for the pure, unduplicable infancy. 

Under the sun, the muses of Gucci reclaim their childhood together with the animal friends, whilst the rich palette and prints of the Pre-Fall 2020 collection stand out against the green land, the serene lake and blue skies.

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#SoDeerToMe also marks another commitment of sustainability at Gucci. In support of animal welfare, Gucci had joined The Lion’s Share Fund in February 2020. The United Nations-led initiative aims to raise fund for wildlife and their natural habitats with the business community by making a contribution each time an animal is featured in the advertisement.

As a partner of The Lion’s Share Fund, Gucci will be donating 0.5% of its media spend every time an animal stars in its ad campaigns. 

Swipe the gallery to take a look at Gucci's #SoDeerToMe: 


Visit to find out more.



Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographer/Director: Alasdair McLellan
Hair Stylist: Paul Hanlon
Make Up: Thomas De Kluyver


“Some Velvet Morning”
Nancy Sinatra & Lee Hazlewood
Lyrics and Music: Lee Hazlewood
Publisher: Lee Hazlewood Music Corp.
Publisher for Italy: Universal Music Publishing Ricordi Srl


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