On the feel good soundtrack of Supergrass’s anthem « We are young’, a bunch of young models and creatives from around the world, dance, sing along and have a blast, showcasing Gucci’s Fall/Winter 2020/2021 collection. After inviting the public to see what actually happens behind the scenes of a fashion show for his latest collection for the house, Alessandro Michele continues to shift the focus on the unexpected by giving his models the freedom to present the clothes in their own homes. Entitled « Rituals », this campaign makes complete sense after the world has been – and in some places still is – in lockdown during several months. The living space has become not only a room to eat and sleep but also a laboratory for creation, thought and self-exploration.

« I decided to let the clothes travel to the places where the selected models live, » explained Alessandro Michele. « These characters have been embodying my stories for years. They are individuals that I have precisely chosen, over time, for the unique originality that regularly brings my campaigns to life. I asked them to represent the idea they have of themselves, to unveil themselves, to give shape to the poetry that accompanies them. I encouraged them to play, to improvise with their own lives. »

Discover the campaign below.