July 29, 2020 |
Gucci has been flipping and reversing it a lot recently, huh? Swiftly following its Epilogue collection – which was modelled by the Gucci design team – the house has brought together all its favourite models to photograph the Gucci AW20 campaign. It is part of a wider perspective first revealed on the catwalk, which saw all the backstage shenanigans exposed in a spinning, access-all-areas showcase. Now Alessandro Michele’s inside-out vision is making its way home. Instead of commissioning a photographer to shoot Gucci’s latest campaign, the creative director instructed a cohort of Gucci models to “inhabit the looks in their daily lives from their own intimate spaces.”
“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,” explained 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.”
Models can be seen doing a spot of gardening, running on the treadmill and even skateboarding through the living room – all whilst sporting the collection. There’s even an accompanying video which sees each model do their best karaoke rendition of “Alright” by Supergrass. When is it our turn to join the Gucci gang?
Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographer/Director: models
Hair stylist: models
Make up: models
Video Music
“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, a BMG Company, courtesy of BMG Rights Management (Italy) srl
