“Power to the immagination” said Herbert Marcuse, and imagination is the starting point for Gucci‘s new FW20 campaign.
A turnaround in the status quo, Alessandro Michele – the brand’s Creative Director – overturned the canons of communication with Gucci’s first DIY campaign.

“I have decided to have the clothes traveled to the houses of the girls and boys who usually populate my countryside. I imagined that the magic and the dream with which they are imbued, could burst into the world and be observed as they come to life, as they take possession of new spaces and take root within new existences. My creative act took shape in the careful construction of an experiment of magical neo-realism, indeterminate in its results. This time there was no script to follow. Rather the need to construct the conditions of a detonation: the desire to inject fuel capable of igniting a wonderfully eccentric human potential”.

Alessandro Michele

All the Gucci models involved made the campaign photos, each one at home, through self-timer, simple and direct, without all the support that is usually an integral part of the realization of an advertising campaign (photographers, sets, hair stylist, make-up artist, etc.).

The result is an explosion of sincerity, a hymn to lightheartedness and freedom also underlined by a video associated with the campaign, where Michele and the models sing and dance to the notes of “Alright” by Supergrass.