Let loose

Gucci’s latest campaign is shot by models in their own homes
Fashion | 29 July 2020

For Gucci‘s latest campaign, creative director Alessandro Michele flipped the script and disbanded convention, handing over the creative reigns to a group of models who were tasked with recording themselves as they went about daily life in new season Gucci.


The lockdown-friendly approach furthers the brand’s recent penchant for toying with perspective. Earlier this year at their FW20 show, audiences were invited to peer behind the Gucci curtain and marvel at the nuts and bolts of a high-end brand in operation.

Entitled The Ritual, this latest campaign relinquishes control and lets self-expression flourish, with models relishing the opportunity to experiment with film, props and setting. Each protagonist brings a unique energy, interpreting the brief in their own way to produce a series of candid and honest self-portraits while cooped up in their own homes.

“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,” said Michele of the new campaign. “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
Art Director: Christopher Simmonds
Photographer/Director: models
Hair stylist: models
Make up: models

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