Gucci's A/W 20 campaign, titled The Ritual, shows models doing ... ordinary things at home. Knitting, gardening, sunbathing, brushing teeth, hanging out on the roof of a building, jumping off a bed, with pets, even playing darts while skateboarding indoors on a polished wooden floor - all in a day's work for the Gucci campaign cast.
Set to the strains of Supergrass' 1995 single Alright, the video shows a day in the life of a Gucci model, following the vein of Gucci's A/W 20 womenswear show, which saw the new collection presented on a revolving stage in order to reveal the behind-the-scenes workings of the fashion industry. Models were 'given the brief to simply inhabit the looks in their daily lives from the comfort of their own, intimate spaces and record themselves doing so.'
'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,' Alessandro Michele explained.
Creative Direction: Alessandro Michele
Art Direction: Christopher Simmonds
Hair and Make-up: models
Music credits: Alright - Supergrass (Gareth Coombes, Daniel Goffey, Michael Quinn) © 1995 EMI Music Publishing Italia Srl on behalf of EMI Music Publishing LTD (P) 1995 The Echo Label