The Gucci fall 2020 collection was presented not on the catwalk, but through self-portraits of models who posed in their familiar everyday environment.
An unusual concept was chosen Gucci for the advertising campaign of the new autumn collection, created by the creative director of the fashion house Alessandro Michele. In an effort to connect the seemingly incompatible - fashionable images from the catwalk and the life of ordinary modern young people - the creators of advertising have achieved undeniable success.
According to Michele's instructions, the models, who have been working with the fashion house for a long time and were specially selected because of their unique appearance, played the role of art director themselves, their task was to “settle in” the images of the collection in the setting of their own homes and photograph themselves in the process. Models used disposable cameras and the main creative message for them was to improvise and express themselves as freely as possible.
As a result, we see models next to a washing machine, on a cozy sofa, in the garden, or with a beloved cat. That is, in those images in which every viewer, who is now or who has spent several months in quarantine, recognizes himself.
The journey of fashionable outfits through ordinary life looks unusual, but at the same time exciting. Undoubtedly, this approach will attract the attention of fashion lovers.