Something extraordinary has come to be expected of each of Alessandro Michele’s collections for Gucci. Since becoming Creative Director in 2015, he has consistently delivered fresh fantasies, while working to explore the boundaries of the concept of the fashion show.
This season, Michele’s interest in the art of fashion presentation has coincided with the demand for innovation under the restrictions of Covid-19. Thus, Gucci’s latest collection is delivered to us through a kind of magical, cyber-fantastical live stream. In his voiceover, Michele suggests the viewer might feel like a “peeping Tom”, for he has exposed the “mechanisms” of his presentation. The livestream spanned 12 hours, offering an undoctored insight into the shoot’s inner workings.
The lookbook is modeled by Gucci’s own designers, creating an intimacy between the clothes and their wearers. This echoes the feeling of Gucci’s isolation shoots: directed by their models and posted on Instagram, Michele’s post-Covid work has invited viewers into the heart of the Gucci dreamland. Here, the collection was presented via an ever-shifting moodboard of desktop windows: clips of models posing and photographs of looks, each post-it-noted with amendments, and the designer’s role in the Gucci team. Isolated images of vegetables on the checkered background of photo editing software, and the discordant counting of a robotic voice accompanied each look. The viewer feels as if they have stumbled into the cyberspace manifestation of Michele’s vision.
The collection itself is boldly colored and patterned. As ever, eyewear, scarves, and hats adorned almost every model, contributing to the beautifully executed eclecticism associated with Michele’s work. The result is a heady, rainbow-colored exploration of the joy of fashion, delivered through the kaleidoscopic lens of Michele’s inverted presentation.
GUCCI 2021 RESORT EPILOGUE COLLECTION
The Gucci cruise collection was shown in the format of a 20-minute video directed by Akinola Davies, Damiano and Fabio D'Inocenzo, photographer Alec Sot, and Alessandro Michele himself. In the video, models in wide trousers with tucks, colorful cardigans, pleated skirts, floral suits, and wide-brimmed floppy hats appear among the lush halls of the Roman palace of Saccheti. The preparation for the show was broadcast live - it took 12 hours. The video was the final third act to Gucci's original fashion manifesto, launched in February. Michele's desire was to convey the process of transforming personal creativity into the public and to show the importance of teamwork.
In February, 2 weeks before the start of quarantine, the fashion designer, as if anticipating the forced self-isolation, held a show, where guests could, through transparent partitions (distancing?), observe the preparations for the show and the painstaking work of the brand's employees. According to the designer, this is aimed at remembering important things like co-creation, close communication, and community as such.
In May, the designer handed over the reins to create an advertising campaign to models, photographers, and videographers. The new show was named "Epilogue" and completed the socio-philosophical series.