Gucci’s new advertising campaign for the Fall/Winter 2020 season is all about looking at things from a different point of view. The images capture the daily lives of Gucci models in the comfort of their own homes and 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 in the appropriately named campaign “The Rituals.”
The film, set to the song “Alright” by Supergrass, expresses the amount of playfulness and freedom of models who are free to have fun and experiment using their imagination, becoming their own photographers, storytellers, producers, and scenographers. They are shown knitting, gardening, cleaning, jumping off a bed, or skateboarding indoors.
Creative director at Gucci Alessandro Michele explained: “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. 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 look at some of the images and watch the presentation video below. All pictures were captured on an array of cameras, ranging from film to cellphone, but they all share a certain dreamlike quality.