AW 2020
Campaign
Gucci
The Ritual
Dapper Tapper
The Ritual, Gucci’s new Autumn 2020 ad campaign follows the reversal of the perspective that characterized Alessandro Michele’s vision for the Autumn 2020 fashion show where audiences were invited to witness what goes on behind the scenes.
For this new experiment, the models were asked to be the authors of the campaign and were given the brief to simply wear the looks in their everyday lives, from the comfort of their own intimate spaces, and to document themselves doing so.
The result is a deeply personal, honest, and frank series of self-portraits. With freshness and authenticity, these hyper-real images represent our home as a personal creative laboratory.
The models had fun and experimented using their imaginations: they acted as photographers and storytellers, producers, and set designers. The different formats echo the variety of tools used, ranging from disposable cameras to camera phones, adding to the variety of results and counting individual decisions on how the protagonists want to be seen.
“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” explained Alessandro Michele.
By giving up control, a new kind of creativity is unleashed. The Gucci community is seen knitting, gardening, sunbathing, brushing teeth, hanging out on the roof of a building, jumping off a bed, with pets, even playing darts while skating indoors on a polished wood floor. Although the stages are every day, the images are anything but that and show how Gucci’s magical romanticism inspires a quirky and emotional dreamy quality. Surprisingly, a certain consistency fosters the entire visual experiment of self-portraits and their images, a consistency that speaks of a Gucci infusion, even from afar.
