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