After Gucci's helm was taken over by Alessandro Michele, the house's promotional stars ranged from celebrities like Harry Styles and Lana Del Rey to incredibly adorable animals like chickens and piglets. The latter group is taking center stage in Gucci's latest campaign that was shot in southern Spain before the fall of 2020. Titled #SoDeerToMe, the idea behind is simple: "Any pet — a skunk, a frog or an owl — can be the best friend in a child's world." Or any deer, fawn, blue bird, skunk, squirrel, duck, rabbit or hedgehog, from the look of things.
This We Bought a Zoo-style approach can seem like a clever solution to staging a photo shoot while distancing from society. Yet in fact the idea was formulated before the pandemic. Gucci collaborated earlier this year with the Lions Share Fund, which supports the protection of endangered species and their habitats. Every time the house features an animal in an ad, it donates to the non-profit 0.5 per cent of its media spending. And the party is in for a real windfall, thanks to Michele and the photographer Alasdair McLellan!
Gucci shines a spotlight on their furry friends also on Instagram. Every photograph comes with a fun fact about the pictured animal, such as how the word "squirrel" derives from the Greek word "shadow-tailed" (skíouros). You can also learn about the diet of teacup-sized hedgehogs, which includes slightly less cute creatures such as centipedes and snails.
The fashion month wrap is usually greeted with excitement — a giddy anticipation that surrounds the forthcoming wardrobes of fall, and the sartorial stories that will unfold on both the streets and the internet. However, this year, when marking the end of four long weeks, there was a more somber feeling as coronavirus spread and fashion iconic locations like Milan were put into lockdown.
On the catwalk this sentiment was mirrored. Models came out at Max Mara, Rick Owens, and Louis Vuitton ready for combat with parkas that left them enveloped in protective padding, their dresses covered in code. Balenciaga and Loewe, when in need of some sartorial redemption, had us dressed with their clerical collections for church. Paco Rabanne honored Saint Joan of Arc very literally in their signature chainmail with armor plates. Celine, Gucci and Marc Jacobs encouraged us to channel our inner kid, with Peter Pan collars and shortened hemlines, in an effort to lighten the mood. Then there were Bottega Veneta and Valentino's sequined red sheaths, which managed to outshine any impending disaster.