Gucci Taps Vintage Magazine Advertisement in Prêt-À-Porter FW19/20 Campaign

“The clothes take on the role of absolute protagonists and tell their own story.”

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Fashion
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Gucci has presented its prêt-à-porter Fall/Winter 2019-20 campaign showcasing a host of ’50s, ’60s, ’70s and 1980s-inspired imagery and pieces shot by Glen Luchford.

The Alessandro Michele-envisioned campaign references the days of old advertisements and magazine headlines. Pieces are positioned to be headline works in their own right, while imagery and branding tap the sensationalist era of “must-have” headlines that sold the season’s most desired pieces to consumers.

Gucci’s campaign imagery tells the story of how clothes, and fashion advertisement, begins in the workshop to fittings backstage, progressing to the runway, to the streets, and finally in magazine shoots and onto newsstands. As a result, Gucci places the art of dressmaking and the process of a ready-to-wear collection as the campaigns focal point, which comes to life through Christopher Simmonds‘ art direction.

As Gucci explains, the campaign is “a tale of objects, not characters, with wordings intentionally old-world, because the clothes’ true tale will be told by their wearers. Through a dynamic visual narrative, it is suggested that the product must take center stage. The clothes take on the role of absolute protagonists and tell their own story, and for this reason, are deserving also of the title and the cover. In other words, it is an evolution from the immaterial to the material.”

Take a look at the Gucci prêt-à-porter FW19-20 campaign imagery in the gallery above, where you can see standout pieces such as a deconstructed floral blazer, all-new sneakers and bright pink baroque-themed shell suit track jacket.

In other news, the Dover Street Market-exclusive Gucci FW19 pieces are now available to purchase.

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Art Direction
Christopher Simmonds

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