Extravagant accessories are familiar territory for Gucci, but creative director Alessandro Michele has upped the ante this season by utilizing live horses as yet another component of the Italian label’s grand aesthetic. Captured by photographer and director Yorgos Lanthimos (The Lobster, The Killing of a Sacred Deer), the brand’s Spring/Summer 2020 campaign is brimming with tailored suiting, buckled footwear, logo-printed bags and a team of horses, transforming the scenes into “warm-hearted ambiguity, an act of everyday surrealism,” “a celebration of the paradoxical.”
Shot in the prestigious Chateau Marmont hotel and other areas around Los Angeles, the imagery is inspired by the power of trios. The horses are captured across the city on beaches, parking lots, and even airplanes, offering a majestic, yet unorthodox, glimpse at the warm weather range. All the while, models casually intermingle with the proud steeds. Florals, paisley prints and the label’s signature webbed stripe logo are highlighted on pieces like button-ups, trousers and collared jackets, providing swanky outfits for a range of starkly-normal everyday activities like washing cars and even getting stuck in L.A.’s notorious traffic.
Conceptually, the horses are also symbols of freedom. They align with one of the core tenets of Gucci’s SS20 show, which the brand stated was “all about the power of fashion to break the cage of rules with the self-determination of personal style.” At its essence, the campaign is simply open to interpretation —- like many works in the realms of art and fashion -— and it remains indebted to “the eye and the ways of the beholder.”
Scroll through the gallery above to see Gucci’s SS20 campaign. For a closer look at the collection, check out the brand’s seasonal presentation last month in Ginza.
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Set in Los Angeles, the #GucciSS20 campaign stars horses and their human friends in paradoxical scenarios. #OfCourseAHorse is conceived by @alessandro_michele, art directed by @christophersimmonds and directed by @yorgoslanthimos. Watch the full video through link in bio. #AlessandroMichele Music: “Everybody’s Talkin’” Harry Nilsson (F. Neil) (P) Originally Released 1968. All rights reserved by RCA Records, a division of Sony Music Entertainment. © Third Palm Music / BMG Platinum Songs US. Courtesy of: BMG Rights Management (Italy) srl American Humane monitored the animal action on the set of the #GucciSS20 campaign. No animals were harmed®️. (AHD 09274) Chateau Marmont/ A.Society