Gucci has launched its Fall/Winter 2020 campaign, from creative director Alessandro Michele.
The campaign film features a diverse cast of models who did their make-up and hair style on their own, in the their own home, wearing pieces from the new collection while doing various household chores or various other things around the house and singing or pretending to sing the 1995 single “Alright” by British alternative rock band Supergrass. Thus, one of them is doing the laundry, another one is making the bed, another one is watering plants, another one is skateboarding indoors, and more.
Alessandro Michele, who gave the models of Gucci The Ritual campaign no script to follow, said in a press statement “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”.