Do you remember this past July when Gucci brought us a 12-hour “marathon-style” livestream? Due to the pandemic, Alessandro Michele decided to cancel the traditional fashion show format and instead chose his favorite music genre as the theme for the collection, named Epilogue. The livestream meticulously showcased the entire collection, from the details of the clothes, backstage preparations, to even the filming of the new season’s ad campaign. Whether in creative expression or bold reinterpretation, Alessandro once again left a lasting impression.
Now this subversive trilogy of fairy tales comes to its final chapter, and the advertising images that were shot in front of everyone that day are finally released. This “extra” shoot was set in two completely different scenes, one being the historically elegant and magnificent Palazzo Sacchetti, and the other being the youthful and fashionable graffiti street area Campo Boario. The images present a dramatic tension, blurring the line between reality and fiction, reflecting the relationship between the imaginary world of fashion and the process of reality production.
This production does not feature any celebrities, but is entirely handled by the brand internally, self-sufficient. The workers carrying water, the florists watering plants, the unexpected animals, the giant pumpkins, and more, in what seems like a chaotic situation, is actually the “messy beauty” that Alessandro is dedicated to pursuing. This is also the space filled with life in “Epilogue”, making the clothing more approachable, with a poetic style for a season marked by nature, culture, and living.
圖片來源：GUCCI
