ALESSANDRO MICHELE: GUCCI’S LAST CAMPAIGN AND CREATIVITY

Alessandro Michele speaks about the concepts and process behind Gucci’s Autumn/Winter 2020 campaign, his ideas of creativity and his thoughts on the moment.

By Balthazar Malevolent

ALESSANDRO MICHELE: GUCCI’S LAST CAMPAIGN AND CREATIVITY

Alessandro Michele is always interested in shifting our point of view – to challenge, provoke and play. His F/W 2020 Gucci show put the backstage center stage – the make-up was front-of-house, while in Michele's words a transparent scrim revealed the process of dressing up the models, "making the heartbeats visible". It also unexpectedly made their entrance to the catwalk become not the beginning of a dream for the viewer, but its culmination, upward fashion norms, attitudes and aspirations. Turning the tables. It also played out to the words of another great Italian showman, Federico Fellini.

Michele decided to continue doing so for his latest Gucci campaign in the fall / winter of 2020. Instead of the obsessive authorship of a figure like Fellini – in which Michele freely admits he usually reveals – he surrendered control to a group of characters from his show, encouraging them to develop a series of intimate self-portraits that decontextualize Gucci in everyday life, Michele's ideas have always been fascinating. There were no hair stylists or MUA, not even photographers. Michele decided on this "experiment" (his word) back when the process of shooting conventional fashion imagery was impossible in the planning of that spectacular February show-and before the Covid-19 pandemic. He called the "Routines" movement - and it honors daily rituals-dressing, living. Rituals that were interrupted, somehow.

"It's so weird, because it's just that this weird time has given me the chance to experiment, to do something I really wanted to do. It never was the right moment. Before the lockdown forced everyone into this kind of situation, there was some sort of a strange creation at the last show in Milan. I thought [for the campaign] maybe we've got to work the same way, changing the perspective the way I did for the show."

"Now, when I see the campaign's images, it is like this is the only way I could work. But the reality is that during that work in Milan, on the show, I began the campaign. Since I was likewise thought, working from a different viewpoint to uncover the secret aspect of the work, I tried to imagine what would happen if we, as I really wanted to do for a long time, changed the perspective of the campaign to work in a different way?"

"I wanted to stop being the obsessive image director. In my imagination, the models were actors: I work it as a director. I thought, What if I do what Andy Warhol did? I want to see what happens if, before the experiment, my imagination is just the job I can plan? I was trying to change the point of view and then I was trying to get inside my guys' lives. I didn't just use them as models but also as characters. I wanted them to be their own Manager."

Designers such as Hedi Slimane, Boris Bidjan Saberi, Rick Owens, Alexander Wang or Yohji Yamamoto have crucially changed their approach toward seasoning and fashion business, in general, this year. Let's see how the fashion of 2021 will look like, stay tuned!

Gucci Fall/Winter 2020 campaign.Gucci Fall/Winter 2020 campaign.Gucci Fall/Winter 2020 campaign.Gucci Fall/Winter 2020 campaign.Gucci Fall/Winter 2020 campaign.Gucci Fall/Winter 2020 campaign.Gucci Fall/Winter 2020 campaign.Gucci Fall/Winter 2020 campaign.
No results

Shop now