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Alessandro Michele’s new imaginary dream is an outdoor idyll. We want to live in his new campaign, ‘So Deer To Me’.


In Gucci’s Pre-Fall 2020 series, the Italian house opts for an outdoor environment, with models displaying luxurious inspo 70’s suits, playgrounds on the grass and forest creatures running around.

Captured by Alasdair McLellan and with art direction by Christopher Simmonds, the campaign is called ‘So Deer To Me’. Its concept is an ode to reclaimed innocence, a manifesto for preserving the spirit of childhood and a call to maintain our commitment and connection to nature.

In this magical world of Gucci, humans and animals live together in harmony and pacifism. In addition, the firm has partnered with the Lions Action Fund, a charity that helps vulnerable animals. It seems that fashion is more aware of change than ever before.