GUCCI'S FW20 CAMPAIGN: A DEEPLY PERSONAL SERIES OF SELF-PORTRAITS.

Offers a Candid Look Into Models' Lives.

By Balthazar Malevolent

GUCCI'S FW20 CAMPAIGN: A DEEPLY PERSONAL SERIES OF SELF-PORTRAITS.

Gucci's latest Fall/Winter 2020 season advertisement campaign discusses the concept of looking at something from a different perspective. Titled "The Routine," the photos show the Gucci models' everyday lives in the comfort of their own homes. The intimate photos and video clips, captured by the models themselves, represent a diverse cast of characters, offering a deeply personal, frank and authentic collection of self-portraits. 

Knitting, gardening, washing, jumping off a bed or skateboarding indoors are seen on the Gucci models. Such hyper-real photos show residents who are free to use their creativity to have fun and explore, being their own artists, storytellers, producers and scenographers. The playful campaign video, which evokes a powerful sense of freedom and joy, has been set to the song "Alright" by Supergrass. While the photos were recorded on a variety of devices ranging from disposable cameras to mobile phones, an emotional dreamlike quality was exuded during the visual experiment. 

"I wanted to let the clothes fly to the houses of cast models – the characters that have embodied my stories for years; I selected individuals specifically, over time, because of their individuality, which typically brings my campaigns to life," explained Creative Director Alessandro Michele. "I asked them to reflect their idea of themselves, to go public with it, to form the poetry that goes with them. I was encouraging them to play and improvise with their lives. 

"The unrealistic hyper-naturalism that I've always tried to convey comes out even more authentically and beautifully now," he says. "In fact, the overturning produces a paradoxical effect: the loosening of control created a narrative that seems to transcend my own capacity to construct fiction in strength. I am grateful for this creative experiment, because it has restored the power of my dream."

Take a closer look at the Fall/Winter 2020 campaign below.

In other news, Following his recent Spring/Summer 2021 showcaseRick Owens unveiled a pair of white bondage-wrapped hi-tops

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