Working from home went well for Alessandro Michele. It’s the first thing that pops up to one’s mind when watching Gucci’s latest Fall/Winter 2020 campaign. Together with Christopher Simmonds, Michele created a video concept packed with runway muses of the brand, feeling “forever young”. Who wouldn’t feel so while wearing the latest Gucci creations?
Cover photo: © Pexels
Gucci Fall/Winter 2020
Alessandro Michele is known for his ground-breaking campaigns and collections. With the campaign for his Fall/Winter 2020 collection, “The Ritual”, he build on his most recent show – which provided audiences a twelve hour long behind the scenes look. However, with this campaign there isn’t any behind the scenes situation. In a press statement, Michele explained: “I decided to let the clothes travel towards the houses of the cast of models – the characters that have embodied my stories for years; individuals I chose precisely, over time, for their uniqueness that usually brings my campaigns to life. 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.”
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A new type of creativity is unleashed for the #GucciFW20 campaign #GucciTheRitual. The self-portraits of the models are created from a brief to simply inhabit the looks by @alessandro_michele in their daily lives from the comfort of their own, intimate spaces and record themselves doing so, including @laminelo wearing a tailored jacked and shorts, with GG socks and leather moccasins. The campaign is art directed by @christophersimmonds with creative direction by #AlessandroMichele.
For one of the most original lockdown campaigns so far, models Amanda Ljunggren, Aaron Aguiar, Lamine Lo, Hannah Vincent, and Vaquel did their own hair and make-up and captured themselves at their cosiest place: home. Their snippets and videos showed that they’re were having fun, aiming to be “forever young” while doing household chores combined with karaoke. Gucci nailed it once again. After all, there’s no place like home.