As the world continues to promote social distancing and most of us try to stay home, Gucci (@gucci) passes the creative baton to its cast of models for the Fall/Winter 2020 campaign shoot, titled Gucci The Ritual.
Instead of having a big and extravagant production and set, creative director Alessandro Michele puts his trust in his muses to do a unique at-home photoshoot, where the models become their own photographers, storytellers, producers, and scenographers to tell the story of what they think Gucci means.
A raw, candid, and very fitting concept for Gucci's 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 to the Gucci DNA, and this campaign says it all.
It also resonates with Gucci's show this past February, which saw the invite come in the form of a WhatsApp text, and the revolving 360-degree runway showcase a chaotic behind-the-scenes take on fashion week, 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."
Michele 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 makes an appearance where he and the models all sing along to "Alright" by Supergrass (see the video below).
Scroll down to check out the whole campaign:
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”