Gucci’s latest campaign sees models recording themselves at home, going about their days in the brand’s Autumn/Winter 2020 collection. The Ritual documents a diverse cast of models doing everything from vacuuming wearing a blue, silk peplum dress to sunbathing in the garden, skateboarding, playing the harp, cleaning the bathroom and dancing in the sitting room.
“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,” Alessandro Michele explains.
It’s a candid portrayal of life at home but with Gucci’s signature flamboyance and theatrics. The outfits take their cues from little girls’ clothing — big headbands, long, white socks, and pinafore dresses — while there’s a nod towards the religious dress of nuns and priests, and Edwardian stylings with elaborate dresses and ruffled blouses. A series of images of the collection were accompanied by a summer-y video to the tune of Travie McCoy’s song We’ll Be Alright, which is a reassuring message in these unprecedented times.
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Lead image: Gucci