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After last July’s presentation of The Epilogue chapter through a twelve-hour live stream, Gucci is now presenting the campaign of the collection, the one marking the Italian House’s breaking from the industry’s schedule. Shot by renowned photographer Alec Soth, and filmed by Roman directors Damiano and Fabio D’Innocenzo, winners of the 2020 Berlin International Film Festival's Silver Bear for Best Screenplay, Gucci’s new campaign stars some of Alessandro Michele’s team members rocking the clothes they themselves designed in two contrasting Roman locations: the opulent, late-Mannerist Palazzo Sacchetti, and the distressed, graffiti-covered Campo Boario area.

“I brought together different things, which represent the messy beauty that I have always sought: the chaos of beauty. What happens to the relation between reality and fiction when prying eyes sneak into the mechanisms of the production of an image? What happens to fashion, when the true goes back to being just a moment of the false?,” asks the House’s creative director, Alessandro Michele. “Breaking the spell that forces my collaborators to passionately work on clothes they later have to abandon, I asked the team to wear them. And so we did a self-sufficient job, all inside our house, mixing things we had already done with things we were about to – overcoming the schemes of the time coherently with my idea of The Epilogue, the final resolution of a future that is largely present.”

And so, the final result is a mix of everyday people dressed in maximalist clothes, some of them together with cute animals like sheep and dogs, and others holding fruits and vegetables like carrots, pumpkins, or zucchini, with very diverse backdrops including rich brocade walls with gild-framed centuries-old paintings, frescos, or graffiti-covered walls.

So, after the three chapters – An Unrepeatable Ritual show, The Ritual campaign and The Epilogue –, Gucci is finally embarking on a journey of its own, dancing to the beat of its own drum. Where is Michele heading to? What are his next dreamy destinations with Gucci? What new surprises does he have in store for us? Just wait and see.

David Valero
Creative Director
Alessandro Michele
Art Director
Christopher Simmonds
Alec Soth
Film Directors
Damiano and Fabio D’Innocenzo
Palazzo Sacchetti and Campo Boario

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