Gucci launches new “homemade” campaign and resets its fashion calendar 
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.
Featured photo : © Gucci
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