Thursday 30th July 2020

A Gucci ritual? Yes, please. For AW20 we witnessed the in-person behind-the-scenes fabulousness of an Alessandro Michele Gucci show, from hair and make-up to watching the dressmakers assume their role in dressing the models as the collection was presented. That Michele magic. For the campaign, Michele asked the models to be the authors, giving them the brief to simply live their daily lives in their looks from their own spaces, acting as photographers, storytellers, producers and scenographers. One can do anything when wearing Gucci. “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,” said Michele. “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.” This is the Gucci community in real time, real life living in the form of gardening, hanging out on rooftops, jumping off beds, knitting and brushing their teeth, in the most ethereal way, of course. This is our kind of working from home. Ritualistic. See the full campaign below and watch the film.

by Roxy Lola

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