At-home visual experiments for Gucci's FW 20 campaign
We've seen some brands that have been adapting very well to quarantine restrictions imposed by COVID-19. Following lockdown, they've been forced to get creative when it comes to organizing shoots and campaigns, like how Marc Jacobs found a way to use social distance to promote collections.
Now, it seems like it's time for Gucci to strip things down for its fall/winter 2020 campaign dubbed The Ritual, having models photograph themselves in the eclectic collection amid the intimate settings of their own homes.
Featuring everything from dogs in Gucci bags to models casually running while wearing the New Bordeaux Gucci Leather Loafer, the entire visual experiment exudes an emotional, dreamlike quality.
Gucci’s signature aesthetic is captured through bold accessories, as well as leather bags like the label’s re-editioned Jackie bag, known for its curved half-moon shape and signature hardware, now is re-imagined by the Creative Director for the fall/winter 2020 men's fashion show. “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”, creative director Alessandro Michele explained, emphasizing the concept of “rituals.”
The Ritual documents a diverse cast of models doing everything from vacuuming in a blue, silk peplum dress to sunbathing in the garden, skateboarding in Gucci's Princetown Leather Slipper, playing the harp, cleaning the bathroom and dancing in the sitting room. It’s a candid portrayal of life at home, but with Gucci’s signature flamboyance and theatrics.
Alessandro Michele, you did it again.
Discover more quarantine fashion creatives here.