Gucci The Ritual: the Fall Winter 2020 2021 campaign

Gucci The Ritual: the Fall Winter 2020 2021 campaign

Gucci The Ritual: the Fall Winter 2020 2021 campaign

Gucci presents The Ritual, the autumn winter 2020 2021 campaign

As he had already done with the Gucci show at the Milan Fashion Week in February, where guests had access to the fashion show through the backstage, Alessandro Michele chooses to overturn communication plans once again through the brand’s first DIY campaign.

I decided to travel clothes to the houses of the girls and boys who usually populate my countryside. I imagined that the magic and the dream with which they are imbued, could burst into the world and be observed as they come to life, while appropriating new spaces and taking root within new existences. “, he said Alessandro Michele, Creative Director of Gucci. “My creative act took shape in the careful construction of an experiment of magical neo-realism, indeterminate in its results. This time there was no script to follow. Rather the need to build the conditions of a detonation: the desire to inject fuel capable of igniting a wonderfully eccentric human potential. »

Gucci models took photos through a series of self-shots, each at home, giving up all the supports of traditional campaigns: the set, the photographer, the hair & make-up artist. The result are gods honest and sincere self-portraits, which express fun, photographic experimentation (from polaroid, to mobile), and above all imagination.

The advertising campaign is accompanied by a video teaser, in which the models and Alessandro Michele sing the song “Alright” of Supergrass.


Gucci FW 2020-2021 collection

Creative Director: Alessandro Michele

Art Director: Christopher Simmonds


Sony / ATV: “Alright”

Writers: Gareth Coombes, Daniel Goffey, Michael Quinn

© 1995 EMI Music Publishing Italia Srl on behalf of EMI Music Publishing LTD

BMG: Supergrass


(P) 1995 The Echo Label Limited, a BMG Company

“Courtesy of BMG Rights Management (Italy) Srl”


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