May 2, 2020 |
Move over Kate and Naomi, you’ve got some four-legged competition. Gucci’s pre-fall 2020 campaign not only showcases fantastic fashion moments, but also features a chorus of “fairytale creatures.” Deers, skunks, rabbits, squirrels, frogs and hedgehogs all make star-studded appearances in a series of images which act as “an ode to retrieved innocence, a return to the infant world,” says the brand. Through the glistening lens of Alasdair McLellan, the campaign is the perfect way to daydream about the outside world; full of greenery, large-spanning lakes, and climbing frames. There’s also an accompanying film soundtracked to ‘Some Velvet Morning’ by Nancy Sinatra and Lee Hazlewood, which shows the Gucci gang being big ol’ kids, spinning on the roundabout and flying high on the swings – all whilst sun-kissed in that golden-hour glimmer.
To coincide with the campaign’s release, Gucci has also announced they have teamed up with The Lion’s Share Fund, an initiative that raises funds to protect endangered species and their natural habitats. Gucci have vowed to donate 0.5% of their media spend each time an animal is featured in the brand’s advertisements. Alessandro Michele is basically fashion’s answer to Doctor Dolittle.
Gucci’s pre-fall 2020 collection is available to purchase online now.
Creative Director and Stylist: Alessandro Michele
Art Director: Christopher Simmonds
Photographer and Director: Alasdair McLellan
Hair Stylist: Paul Hanlon
Make Up: Thomas De Kluyver
