Yorgos Lanthimos Directs Gucci's S/S 20 Campaign

by Christina Kapourtzoudi on 13 January 2020

The Italian fashion house has released its S/S 20 campaign, a celebration of the paradoxical from director Yorgos Lanthimos.

The Italian fashion house has released its S/S 20 campaign, a celebration of the paradoxical from director Yorgos Lanthimos.

Gucci creative director Alessandro Michele joins forces, once again, with the director Yorgos Lanthimos, best known for Academy Award-nominated films The Lobster and The Favourite, in Gucci's S/S 20 advertising campaign. The campaign, titled Of Course a Horse, captures the colourful collection on the streets of Los Angeles, on models who share the frame with a herd of horses as co-stars.

Horses and models both are experiencing a surreal 'love affair', wandering along the city's boulevards, eating breakfast at parking spots, swimming in pools, chilling in seventies-inspired rooms at Hollywood's most notorious hotel, Chateau Marmont and hanging out at the beach.

Gucci S/S 20 campaign, photographed by Yorgos Lanthimos.

Both film and stills, the campaign Of Course a Horse inspiration came via the adage 'omnia tria divina sunt', referring to the power of three (which is, for Gucci, even more forceful when there's equine involvement).

The narrative plot of the campaign film is ultimately left to the viewers to outline, but we have a few thoughts. Lanthimos’ previous work The Lobster, in which single men and women unable to find a new life partner are transformed for eternity into their favourite animal, comes to mind. The horse, therefore, might just be a human, in a new incarnation. Also, horses are a symbol of freedom - think riding off into the sunset - and the Gucci S/S 20 show was all about how self-determined personal style breaks the cage of social rules.

Gucci S/S 20 campaign, photographed by Yorgos Lanthimos.

As mentioned above, this is not the first time Alessandro Michele and Yorgos Lanthimos have worked together. The Greek director released a book with the house last year: Oviparity is a fantasy outing that is both comic and disturbing, summing up the peculiar aesthetic of his cinematic work.

Gucci Of Course a Horse: The Spring Summer 2020 Campaign

Explore

Live Panel Discussion

Panel Discussion: Gucci S/S 20

22 September 2019
Finn McTaggart is joined by Tino Kamal, James Brackenbury, Zeinab Batchelor, Hannah Hall and Michael Hope to discuss the Gucci S/S 20 show.