Gucci Models Capture Self-Portriats for the Fall/Winter 2020 Campaign

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Gucci Creative Director Alessandro Michele wants you to reconsider your perspective. The designer began shifting the point of view with the Fall/Winter 2020 runway show, which gave a peek at what goes on behind-the-scenes at the fashion house, and has continued that theme with the recent Epilogue collection. Now, Michele is again refocusing the lens with a new Fall/Winter 2020 campaign, this time asking the models to present Gucci through their eyes.

Titled The Ritual, the campaign dives deeper into the concept by providing a more intimate glimpse into the everyday, quarantined lives of the models. Through visceral self-portraits, each model produced, directed, photographed, and styled their own images at home. Art directed by Christopher Simmonds, the models used everything from disposable cameras to their smartphones to capture the quarantine-friendly shoot. The result are honest and personal images that each put an individual touch on Gucci’s fashion.

“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,” Michele said. “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.”

The eccentric and experimental campaign consists of the Gucci stars vacuuming, knitting, sunbathing, gardening, hanging out with their pets, brushing their teeth, and ultimately living their most authentic truths. The corresponding video depicts everyone executing these tasks whilst dancing and singing along to “Alright” by Supergrass. The uplifting and positive messaging paired with Gucci’s dreamy, romantic vision pervades each image, even from afar.

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