Photographed and directed by their models, this is the new Gucci campaign

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Photographed and directed by their models, this is the new Gucci campaign




Image: Courtesy of Gucci


© External
Image: Courtesy of Gucci

We did not intend to start the text with such immense obviousness, but the truth is that the coronavirus has changed the fashion rules that we have to point it out again. The campaigns of the big brands are showing that creativity is becoming the best ally against the virus and has helped bring novelties and unexpected turns to a field that we had not realized had been stagnant for years. This is precisely an adjective that hardly fits Gucci, one of the most innovative brands thanks to Alessandro Michele, always ready to take things further.



Image: Courtesy of Gucci


© Provided by Vanitatis
Image: Courtesy of Gucci

Image: Courtesy of Gucci

The new campaign of the Italian firm, called ‘The Ritual’, returns to delve into the idea that has already become the axis of the fall / winter 2020-2021 show, that of looking at things from a new point of view. In the show she invited the public to witness what happens behind the scenes, behind the curtains, and in the campaign this new prism is given thanks to the models, who become the authors of the new campaign. Although of course there are many brands that have already carried out this operation, the premise with which the models of Gucci they started was different: they had to recreate the aspect they present in their daily life, from the comfort of your own spaces and intimate, and they will record themselves doing it.



Image: Courtesy of Gucci


© Provided by Vanitatis
Image: Courtesy of Gucci

Image: Courtesy of Gucci

The lens is thus that of this eclectic cast of characters, and the result is a deeply personal, honest and sincere series of self-portraits. The new campaign is made up of hyper-realistic images in which model houses they are perceived as personal creative laboratories whose inhabitants are free to have fun and experiment with their imaginations. Models become the absolute protagonists by posing and being the photographers of the images, as well as storytellers, producers and set designers.



Image: Courtesy of Gucci


© Provided by Vanitatis
Image: Courtesy of Gucci

Image: Courtesy of Gucci

While other campaigns and brands have opted for Zoom The FaceTime, in this campaign there are different formats that echo the variety of tools used, ranging from disposable cameras to the phone camera, making their contribution to the variety of results and recounting individual decisions about how the protagonists want to be seen. “I decided to let the clothes travel to the models’ houses, the characters that have personified my stories for years; They are individuals that I chose precisely over time for their unique character, which usually gives life to my campaigns. I asked them to represent their idea of ​​themselves, to appear in public with her, shaping the poetry that accompanies them. I encouraged them to play, improvising with their lives ”, explains Alessandro Michele.



Image: Courtesy of Gucci


© Provided by Vanitatis
Image: Courtesy of Gucci

Image: Courtesy of Gucci

As expected, we are talking about Gucci, as much as the scenes are daily, the images are the oppositeIn this way, the magical romanticism of the brand is perfectly captured, which, as he points out, has managed a campaign in which despite having given full creativity to the models, he surprises with a certain consistency that encourages the entire visual experiment of self-portraits and their sequence.

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