Gucci kampanja The Ritual za jesen 2020

U vrijeme karantene, modni brendovi moraju tražiti druge kreativne načine proizvodnje sadržaja. Gucci angažuje modele za izradu autoportreta za svoju digitalnu kampanju za jesen 2020. pod nazivom: Ritual. Modeli Amanda Ljunggren, Mae Lapres, Vaquel Tyies, Josefine Gronvald, Delphi McNicol i Lawrence Perry snimaju autoportrete s dizajnom piste. Od vrtlarstva do pletenja, glumci spajaju svakodnevne aktivnosti s visokom modom.

“Dopuštam modelima da izgrade svoje vlastite slike. Djelovati kao fotografi i pripovjedači, producenti i scenografi. Zamolio sam ih da predstave ideju koju imaju o sebi. Izaći u javnost s tim, oblikujući poeziju koja ih prati. Potaknuo sam ih na igru, improvizaciju sa svojim životom,” kaže kreativni direktor Alessandro Michele.

Gucci kampanja ‘The Ritual’ za jesen 2020

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“I let the models build their own images. To act as photographers and storytellers, producers and scenographers. 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 allowed beauty to shine through from the ordinary for the #GucciTheRitual campaign. #AlessandroMichele #GucciFW20 #GucciCommunity Music: ‘Alright’ by Supergrass. Writers: Gareth Coombes, Daniel Goffey, Michael Quinn © 1995 EMI Music Publishing Italia Srl on behalf of EMI Music Publishing LTD (P) 1995 The Echo Label Limited, a BMG Company (copyright) Courtesy of BMG Rights Management (Italy) srl

A post shared by Gucci (@gucci) on May 19, 2020 at 2:40am PDT