Doing everything from skateboarding to brushing teeth.
Showing the backstage preparations of models during its Fall-Winter 2020/21 show, Gucci has continued the theme of taking its customer behind the scenes, venturing into its model’s private lives for this advertising campaign.
Titled “The Ritual,” models were given an open brief to shoot themselves in their natural environments. This manifested itself into creating an authentic set of images in which the models play with mundane surroundings, from a treadmill to a garden and give it a new lease of life through their personalities and, of course, the latest items from Gucci which they are sporting.
The film below perfectly shows the DIY nature of this campaign.
The collection presents creative director Alessandro Michele’s penchant for pastiche and bringing together an eclectic mix off references to create his own eccentric world. Victorian-esque knee-high socks, 70’s style suiting and turn-up trousers popularised in the 40s all meet in this lookbook. One notable item in the collection is a small trunk, adorned with the iconic GG monogram logo along with the brand’s red and green stripe, the word “fake” is printed in yellow across the bag.
Speaking on the new campaign, Alessandro Michele says “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.”
See all the pictures from the Gucci Fall-Winter 2020 – 2021 advertising campaign below.
Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Hair stylist: models
Make up: models