Instead of a big production, Gucci left its Fall 2020 shoot in the hands of its models

As the world continues to promote social distancing and most of us try to stay home, Gucci (<a href="https://www.instagram.com/gucci/">@gucci</a>)&nbsp;passes&nbsp;the creative baton to its cast&nbsp;of models for the&nbsp;Fall/Winter 2020 campaign shoot, titled Gucci The Ritual.

Instead of having a big and extravagant production and set, creative director Alessandro Michele puts his trust in his muses to do a unique at-home photoshoot, where the models become their own photographers,&nbsp;storytellers, producers, and scenographers to tell the story of&nbsp;what they think Gucci means.

GU681_FW20_LAYOUTS_72dpi_3.jpg

A raw, candid, and very&nbsp;fitting concept for Gucci&#39;s Fall/Winter 2020 collection, the campaign brings to mind the power of social media and self-produced content&nbsp;&mdash; a turning point that has taken over humanity. Self-expression has always been key to&nbsp;the Gucci DNA, and this campaign says it all.

It also resonates with <a href="https://www.lofficielsingapore.com/fashion/the-gucci-fall-2020-show-was-a-mesmerising-ritual">Gucci&#39;s show this past&nbsp;February</a>, which saw the invite come in the&nbsp;form of a WhatsApp text, and the revolving 360-degree runway showcase&nbsp;a chaotic behind-the-scenes take on fashion week, where Alessandro and his team prepped and dressed&nbsp;60 models to walk the show.

In Alessandro&#39;s&nbsp;words, &quot;You were our show, and we were your show.&quot;

GU681_FW20_LAYOUTS_72dpi_1.jpg

Michele adds, &quot;I surrendered to the idea that beauty can appear, unpredictably and wonderfully imperfect, through the absence of control. So I let my models build their own images. To act as photographers and storytellers, producers and scenographers.&quot;

&quot;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.&quot;

And in a campaign video teaser, Alessandro himself makes&nbsp;an&nbsp;appearance where he and the models all sing along to &quot;Alright&quot; by Supergrass (see the video below).

Scroll down to check out&nbsp;the whole campaign:

GU681_FW20_LAYOUTS_72dpi_2.jpg

GU681_FW20_LAYOUTS_72dpi_4.jpg

GU681_FW20_LAYOUTS_72dpi_5.jpg

GU681_FW20_LAYOUTS_72dpi_6.jpg

GU681_FW20_LAYOUTS_72dpi_7.jpg

GU681_FW20_LAYOUTS_72dpi_8.jpg

CREDITS 
Gucci FW 2020-2021 collection 
Creative Director: Alessandro Michele 
Art Director: Christopher Simmonds

VIDEO MUSIC 
Sony/ATV: &ldquo;Alright&rdquo; 
Writers: Gareth Coombes, Daniel Goffey, Michael Quinn 
&copy; 1995 EMI Music Publishing Italia Srl on behalf of EMI Music Publishing LTD

BMG: Supergrass 
&ldquo;Alright&rdquo; 
(P) 1995 The Echo Label Limited, a BMG Company 
&ldquo;courtesy of BMG Rights Management (Italy) Srl&rdquo;

Models Take Gucci Into Their Own Homes For Fall 2020's Campaign

Related Articles

Living

#StayAtHome: You Can Now Explore The Globe With Gucci Places

Fashion

So Deer To Me: Gucci's Pre-Fall 2020 Campaign Stars Some Extremely Adorable Animals

Culture

Let EXO's Kai Take You On A Private Tour Of Gucci's New Art Exhibition

Recommended posts for you

Culture

The White Lotus Season Three Featuring Lisa Debuts February 17

Fashion

Calvin Klein Back at New York Fashion Week with Veronica Leoni's First Show

Fashion

Jeff Satur Is Valentino's First Thai Brand Ambassador

Fashion

Kim Soohyun is Prada's Latest Brand Ambassador

Living

A Limited-Edition Snake-Themed Tea for Lunar New Year

Fashion

10 Little Black Dresses for New Year's Eve and to Celebrate 2025

Watches & Jewellery

Rose Gold Jewellery Timepieces to Have and Hold

Watches & Jewellery

Exclusive! AESPA on Their Love for Chopard, 'Whiplash' Comeback & More