Gucci launches new “homemade” campaign and resets its fashion calendar

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For the latest Fall-Winter 2020-2021 collection, Gucci Creative Director Alessandro Michele has launched The ritual, an original fashion campaign featuring models who are confined at home. He has also announced that he is stepping out of the fashion calendar to set his own pace for future shows. The designer is thus calling for major changes for the Italian fashion house, in line with the unprecedented crisis it is going through, for a freer and more up-to-date fashion.

 

A “homemade” campaign as a new fashion narrative

 

In the midst of the health crisis, Gucci Creative Director Alessandro Michele invited its models and muses – locked in their homes – to photograph themselves for the new Autumn-Winter 2020 campaign.

 

On the roof of their homes or in their bathrooms, they pose for a at-home shoot, in a disconcertingly natural setting.

 

Spectacular locations and grandiose staging give way to a series of intimate, spontaneous, natural self-portraits that are not the result of pre-written scenarios but of concrete improvisation.

 

© Gucci

 

The result is a fashion campaign that is more realistic than ever, “the most authentic” Alessandro Michele has ever produced.

 

A thumb of nose to the crisis that marks a new turning point for the brand’s communication because power is now given to models, the new masters of narration, décor and the image of the brand itself: “I wanted to stop being the obsessive director of the image. The models were actors in my imagination. I try to see what happens if my creativity is just the work that I can plan, before the experiment? I tried to change the point of view and so I tried to get into the lives of my models. I didn’t just use them as models, but I used them as characters. I wanted them to be the director of themselves.” explains Alessandro Michele, in an interview for AnOther magazine.

 

Faced with various health constraints, Alessandro Michele brings fashion into everyday life and decontextualises Gucci so that the brand is more connected to people and in tune with current events. “I found the result extraordinary“, says Michele, “relinquishing control produced a narrative that seems to outweigh, in intensity, my own ability to create fiction.”

 

A new rhythm for a new story

 

Italian designer Alessandro Michele also announced on his personal Instagram account yesterday, Sunday 24th May, that Gucci would be abandoning its seasonal fashion show ritual to set a new pace.

 

We will meet just twice a year, to share the chapters of a new story. Irregular, joyful and absolutely free chapters, which will be written blending rules and genres, feeding on new spaces, linguistic codes and communication platforms.” we can thus read in a long text published on the social network.

 

In perspective, a fashion that has more meaning and value. Criticizing the frantic rhythms of fashion and its “deadlines that risk damaging creativity” but also “the excessive need to perform, which today has no reason to exist“, Alessandro Michele feels the “urgency” to change the way he works.

 

Leaving behind the traditional calendar and seasonality to adopt his own rhythm means reconnecting with the history of the brand and its profound identity.

 

In the post-Covid-19 era, Gucci wants to tell itself differently.

 

Legitimizing the value of time and connecting with people around the world by getting closer to them in their own space and their own lives, but also calling for greater freedom and creativity. For a fashion in tune with the times.

 

Read also > Gucci celebrates animals and nature for its pre-fall 2020 campaign

 

Featured photo : © Gucci[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]

For the latest Fall-Winter 2020-2021 collection, Gucci Creative Director Alessandro Michele has launched The ritual, an original fashion campaign featuring models who are confined at home. He has also announced that he is stepping out of the fashion calendar to set his own pace for future shows. The designer is thus calling for major changes for the Italian fashion house, in line with the unprecedented crisis it is going through, for a freer and more up-to-date fashion.

 

A “homemade” campaign as a new fashion narrative

 

In the midst of the health crisis, Gucci Creative Director Alessandro Michele invited its models and muses – locked in their homes – to photograph themselves for the new Autumn-Winter 2020 campaign.

 

On the roof of their homes or in their bathrooms, they pose for a at-home shoot, in a disconcertingly natural setting.[/vc_column_text][vc_cta h2=”This article is for subscribers only.” h2_font_container=”font_size:16″ h2_use_theme_fonts=”yes” h4=”Subscribe now!” h4_font_container=”font_size:32|line_height:bas” h4_use_theme_fonts=”yes” txt_align=”center” color=”black” add_button=”right” btn_title=”I SUBSCRIBE!” btn_color=”danger” btn_size=”lg” btn_align=”center” use_custom_fonts_h2=”true” use_custom_fonts_h4=”true” btn_button_block=”true” btn_custom_onclick=”true” btn_link=”url:https%3A%2F%2Fluxus-plus.com%2Fen%2Fabonnements-et-newsletter-2%2F|||”]Unlimited access to all the articles and live a new reading experience, preview contents, exclusive newsletters…

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For the latest Fall-Winter 2020-2021 collection, Gucci Creative Director Alessandro Michele has launched The ritual, an original fashion campaign featuring models who are confined at home. He has also announced that he is stepping out of the fashion calendar to set his own pace for future shows. The designer is thus calling for major changes for the Italian fashion house, in line with the unprecedented crisis it is going through, for a freer and more up-to-date fashion.

 

A “homemade” campaign as a new fashion narrative

 

In the midst of the health crisis, Gucci Creative Director Alessandro Michele invited its models and muses – locked in their homes – to photograph themselves for the new Autumn-Winter 2020 campaign.

 

On the roof of their homes or in their bathrooms, they pose for a at-home shoot, in a disconcertingly natural setting.[/vc_column_text][vc_cta h2=”This article is for subscribers only.” h2_font_container=”font_size:16″ h2_use_theme_fonts=”yes” h4=”Subscribe now!” h4_font_container=”font_size:32|line_height:bas” h4_use_theme_fonts=”yes” txt_align=”center” color=”black” add_button=”right” btn_title=”I SUBSCRIBE!” btn_color=”danger” btn_size=”lg” btn_align=”center” use_custom_fonts_h2=”true” use_custom_fonts_h4=”true” btn_button_block=”true” btn_custom_onclick=”true” btn_link=”url:https%3A%2F%2Fluxus-plus.com%2Fen%2Fabonnements-et-newsletter-2%2F|||”]Unlimited access to all the articles and live a new reading experience, preview contents, exclusive newsletters…

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Thanks to its extensive knowledge of these sectors, the Luxus + editorial team deciphers for its readers the main economic and technological stakes in fashion, watchmaking, jewelry, gastronomy, perfumes and cosmetics, hotels, and prestigious real estate.

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