Wonderland.

GUCCI FALL 2020

Gardening with chameleons, vacuuming in ballgowns and sun-soaked summer days for the Italian fashion house’s new campaign, The Ritual.

Gucci AW21 the Ritual Campaign
Gucci AW21 the Ritual Campaign

With lockdown gripping the nation over the past months, photoshoots and fashion shows ground to a halt and the world of fashion had to quickly explore new ideas and possibilities. Gucci’s Creative Director Alessandro Michele saw the opportunity for models to become authors for their new campaign, peeling back the curtain on home photoshoots and letting the models have fun and experiment with their imagination.

The results? Gardening with chameleons, adorable furry pets and Supergrass karaoke sessions. With freshness and authenticity, the campaign successfully depicts models in their homes/their own personal creative laboratories – snapped on a range of phones and disposable cameras.

Gucci AW20 the ritual campaign Gucci suitcase
Gucci AW20 campaign chameleon
Gucci AW20 campaign model standing on bed
Gucci AW20 the ritual campaign Gucci suitcase
Gucci AW20 campaign chameleon
Gucci AW20 campaign model standing on bed

Speaking the campaign, Alessandro 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.”

While the scenarios may seem a part of an everyday routine, the images are anything but as they show Gucci’s experimentation with touches of magical romanticism.

To see the full campaign visit Gucci.com

Gucci AW20 campaign Cat with bag
Gucci AW20 campaign model lying on floor
Gucci AW20 campaign Cat with bag
Gucci AW20 campaign model lying on floor
Gucci AW20 campaign two models on roof
Gucci AW20 campaign model with glasses
Gucci AW20 Campaign dog with gucci bag
Gucci AW20 campaign two models on roof
Gucci AW20 campaign model with glasses
Gucci AW20 Campaign dog with gucci bag
Creative Director
Alessandro Michele
Art Director
Christopher Simmonds
Photographer/Director
Models
Hair stylist
Models
Makeup
Models
Music credits
“Alright” Supergrass (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
GUCCI FALL 2020

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