Gucci has launched its Pre-Fall 2020 Campaign, titled “So Deer To Me” and aimed to be an ode to innocence.
Shot by Alasdair McLellan with creative direction by Alessandro Michele and art direction by Christopher Simmonds, the campaign film features a group of men and women and their beloved animals including a frog, an owl, deer, a skunk, squirrel, hedgehog and rabbits, enjoying a bright sunny day in the middle of nature.
Serving as soundtrack is “Some Velvet Morning” oerformed by Nancy Sinatra & Lee Hazlewood.
“With its call to nature, the campaign is ultimately an invitation to enjoy the simple things in life. Sometimes, it just takes very little, or a burst of imagination, to find some balance,” the fashion house declares.
The brand’s Spring/Summer 2020 campaign, conceived by Alessandro Michele and directed by Yorgos Lanthimos, had a similar approach, with a host of models accompanied by horses, but in Los Angeles, in paradoxical scenarios. Titled “Of Course a Horse” and scored by Harry Nilsson’s “Everybody’s Talking,” the spot featured two young women riding a horse in the city, another one washing a horse at a car cleaner, another one getting into her convertible and hitting the road with her furry friend in the passenger seat, other two models having a drink in the company of a horse, another one showing off a bag in the pool, where her horse was swimming, and other two models eating an egg omlett in their hotel room at Chateau Marmont Hotel in the company of their horse pet.
However, this was not the first campaign featuring animals. For the Cruise 2019 Men’s Tailoring campaign, the brand had Harry Styles posing with baby farm animals. Shot in the Renaissance gardens of the 16th century Villa Lante, near Rome, the campaign featured the singer in the company of a lamb, a goat and several piglets, while rocking tailoring designs by Alessandro Michele, included in the label’s Cruise 2019 collection. He has also posed with a chicken and a dog for the brand’s Autumn 2019 campaign, shot in a fish-and-chip shop in St Albans, north of London.