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“El Ritual” is Gucci’s new campaign for the Autumn/Winter season of this peculiar year 2020. And this peculiarity is reflected in the creative process, more personal and sincere than ever.

el ritual gucci

The exceptional situation we are experiencing is an unprecedented challenge and the firm has known how to adapt. Who better than the models themselves, in their own homes, to record the images of their inner world. Intimate portraits that honestly express each character of the cast.

“I decided to let the clothes travel to the homes of the cast of models, the characters that have embodied my stories for years; individuals that I chose precisely, over time, for their uniqueness that usually gives life to my campaigns,” explained creative director Alessandro Michele. “I asked them to represent the idea they have of themselves, to make it public, giving shape to the poetry that accompanies them. I encouraged them to play, improvising with their lives.”

We’ve witnessed Alessandro Michele’s passion for honest costumbrism on other occasions. The campaign images show Gucci models knitting, gardening, cleaning, jumping on a bed or skating indoors. They capture moments in which the protagonists are themselves, free to express themselves and experiment with their imagination, becoming their own photographers, narrators, producers and set designers.

The song “Alright” by Supergrass serves as the basis for the fashion clip, which was recorded with multiple tools, from disposable cameras to mobile phones. The final result is an experimental visit to the essence of the free, creative and fun spirit of the Italian house.