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Following the runway concept of showing the behind the scenes to the public, Gucci has asked a handful of long-time collaborating models to star in their Fall/Winter 2020 campaign, titled The Ritual, where they’ve recorded and styled themselves in the comfort of their own homes. The result is an intimate, personal, candid series of pictures where we see them playing instruments, exercising, gardening, skateboarding, knitting, cleaning and dancing and singing along to Supergrass’ Alright.
“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.” Through disposable cameras, their phones or more professional cameras, the models recorded themselves in a playful, naive way, giving the campaign a sort of sweet, homemade tape celebrating youth and freedom.

David Valero

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