Gucci's FW20 Campaign Offers a Candid Look Into Models' Lives

A deeply personal series of self-portraits.

By
Fashion
13,383 Hypes 15 Comments

Gucci’s new advertising campaign for the Fall/Winter 2020 season explores the idea of looking at things from a different point of view. Titled “The Ritual,” the images capture the daily lives of Gucci models in the comfort of their own homes. Recorded by the models themselves, the intimate images and video clips reflect an eclectic cast of characters, providing a deeply personal, honest and candid series of self-portraits.

The Gucci models are shown knitting, gardening, cleaning, jumping off a bed or skateboarding indoors. These hyper-real images show inhabitants who are free to have fun and experiment using their imagination, becoming their own photographers, storytellers, producers and scenographers. The playful campaign film, which evokes a strong sense of freedom and joy, is set to the song “Alright” by Supergrass. Although the images were captured on an array of tools, ranging from disposable cameras to camera phones, the entire visual experiment exudes an emotional dreamlike quality.

“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,” Creative Director Alessandro Michele explained. “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.”

Take a closer look at the Fall/Winter 2020 campaign in the slideshow above and check out the campaign film below.

In other news, Les Basics presents a fresh perspective for its Spring/Summer 2021 lookbook.

Read Full Article

What to Read Next

Raekwon Celebrates 'Only Built 4 Cuban Linx' 25th Anniversary With Instrumental Reissue
Music

Raekwon Celebrates 'Only Built 4 Cuban Linx' 25th Anniversary With Instrumental Reissue

“Ice Cream” and “Incarcerated Scarfaces” loops on repeat.

Nike SB Debuts Colorful Olympic-Themed Footwear Collection
Footwear

Nike SB Debuts Colorful Olympic-Themed Footwear Collection

Bright “Summit White/Racer Blue/Pink Blast” takes on the Nyjah Free 2, Bruin React, Shane and Janoski Slip.

KennyHoopla Shares Intimate "thinkingoutloud//" Performance
Music

KennyHoopla Shares Intimate "thinkingoutloud//" Performance

The opening cut from his ‘how will i rest in peace if i’m buried by a highway?//’


Netflix Showcases Nuclear Apocalypse in 'The Umbrella Academy' Season 2 Opening Scene
Entertainment

Netflix Showcases Nuclear Apocalypse in 'The Umbrella Academy' Season 2 Opening Scene

Coming to the platform on July 31.

Join NERV on Tokyo-3 With Evangelion's Official Emergency Rations
Food & Beverage

Join NERV on Tokyo-3 With Evangelion's Official Emergency Rations

Pre-packaged meals that can be cooked without fire or water.

8 Drops You Don't Want to Miss This Week
Fashion 

8 Drops You Don't Want to Miss This Week

Featuring Supreme, Off-White™, Anti Social Social Club, BAPE and more.

More ▾
 
Subscribe to our Newsletter

Gain access to exclusive interviews with industry creatives, think pieces, trend forecasts, guides and more.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Help us serve you better

We appreciate your support in allowing HYPEBEAST ads, where we can share contents from the latest fashion, to those culturally relevant. In adding HYPEBEAST to your ad blocker's whitelist, ads on our sites will show while you continue to browse.

Help Support Us

We need ads to keep the lights on and to continue providing free news to our readers. We’d appreciate your support by whitelisting HYPEBEAST on your ad blocker. That way you can keep reading all the great stories for free.

If you have already whitelisted us, simply refresh this page. To find out how to whitelist us, click the button below.

Back

Add Us to Whitelist

We appreciate your support in allowing HYPEBEAST ads. Most ad blockers have similar whitelisting steps and settings. If you need assistance, please contact us.

Adblock Plus

  1. Click on the red ABP icon in the upper right corner of your browser.
  2. Click “Enabled on this site” to disable ad blocking for the current site. In Firefox click “disable on HYPEBEAST”.
  3. Refresh the HYPEBEAST page that you were viewing.

Adblock

  1. Click the AdBlock hand icon.
  2. Click “Don’t run on pages on this domain”.
  3. A new “Don’t run AdBlock on…” dialog may be displayed in the middle of the screen.
  4. Move the “Site” slider to the right. After that, click “Exclude”.
  5. Refresh the HYPEBEAST page that you were viewing.

uBlock

  1. Click the uBlock icon.
  2. Click the large blue “power” button in the menu that appears to whitelist the current website.
  3. Reload the HYPEBEAST page that you were viewing.

Firefox Browser

Firefox Tracking Protection may activate our whitelist notice, which can be disabled temporarily for a browsing session by clicking the shield icon in the URL bar and following the instructions.

Disconnect

  1. Click the Disconnect icon.
  2. Click “Whitelist site”.
  3. Refresh the HYPEBEAST page that you were viewing.