GUCCI | FALL WINTER 2020 COLLECTION 'THE RITUAL'

Carefully building an experiment of magic neorealism with an undetermined outcome, Alessandro Michele gave the models of The Ritual campaign no script to follow.

The story from ‘The Ritual’ fashion show continues, forging a campaign from a different point of view, where the clothes travel to the houses of the cast of models. 

Previewing a campaign creatively conceived by Alessandro Michele and art directed by Christopher Simmonds, where Alessandro Michele abdicated his role of director and “surrendered to the idea that beauty can appear, unpredictably and wonderfully imperfect, through the absence of control.” 

Presenting the Fall Winter 2020 collection, images from the campaign feature the models in their everyday situations, in images taken by them. “I let the models build their own images. To act as photographers and storytellers, producers and scenographers. 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,” Alessandro Michele allowed beauty to shine through from the ordinary for the new campaign.
 
Music: ‘Alright’ by Supergrass.
Writers: Gareth Coombes, Daniel Goffey, Michael Quinn © 1995 EMI Music Publishing Italia Srl on behalf of EMI Music Publishing LTD (P) 1995 The Echo Label Limited, a BMG Company (copyright)
Courtesy of BMG Rights Management (Italy) srl