Gucci F/W20 – THE RITUAL

Gucci unveiled its new campaign for Fall/Winter 2020-21 titled “THE RITUAL“. Alessandro Michele invited models to shoot their own Gucci campaigns in a time of social distancing. The result is a raw and authentic concept that show us the power of social media and reflect the current times.

I decided to let the clothes travel towards the houses of the cast of models – the characters that have embodied my stories for years; individuals I chose precisely, over time, for their uniqueness that usually brings my campaigns to life. I asked them to represent the idea they have of themselves, to go public with it, shaping the poetry that accompanies them. I encouraged them to play, improvising with their life