Shot in two stunning locations in Rome – the historic Mannerist Palazzo Sacchetti and the graffiti-covered Campo Boario area, Creative Director Alessandro Michele has collaborated with photographer Alec Soth for a campaign that peels back the glamourous curtains on a high fashion shoot. Featuring Gucci-adorned models and real-life production crews, Gucci’s latest campaign captures the chaos behind a photo shoot as we see crew members manoeuvre props and animals with their trainers for a fun juxpostion. The playful campaign is the visual counterpart to Michele’s July collection of the same name, following on the fashion house’s stunning trilogy.

Speaking on the latest campaign, Michele said, ‘I brought together different things, which represent the messy beauty that I have always sought: the chaos of beauty. What happens to the relation between reality and fiction when prying eyes sneak into the mechanisms of the production of an image? What happens to fashion, when the true goes back to being just a moment of the false? Breaking the spell that forces my collaborators to passionately work on clothes they later have to abandon, I asked the team to wear them. And so we did a self-sufficient job, all inside our house, mixing things we had already done with things we were about to – overcoming the schemes of the time coherently with my idea of The Epilogue, the final resolution of a future that is largely present”.

Check out the campaign below…