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Follow us to discover why it was dubbed The Ritual.

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.

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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.

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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.”

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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.

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2 metcha interna Gucci’s FW20 11 - IMAGE

2 metcha interna Gucci’s FW20 12 - IMAGE

Alessandro Michele, you did it again.

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Discover more quarantine fashion creatives here.

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