Telling stories is a deeply human need. Alessandro Michele has a particular affinity with stories and characters: the path he has taken to define his own vision of the Gucci universe is an endless, luminous and volcanic narrative.
However, the fable of fashion begins at the drawing board, then continues in workshops, during fitting, testing and looking for defects. It is a story of manual and material skills, the result of a specific know-how that we tend to ignore today, to take for granted. The story of fashion and the stories of fashion are the stuff of a legend that came to life in the advent of ready-to-wear and its golden age: the iconic images of four decades – the 50s, 60s, 70s and 80s – become contemporary in the lexicon of the Maison G’s creative director.
It is from these considerations about the myth, and the desire to once again place the material process of fashion creation at the heart of the discourse that concerns it, that was born the new advertising campaign Fall / Winter 2019- 2020 Gucci under the direction of Alessandro Michele. Here, ready-to-wear fashion returns to the top of the bill and becomes the main character, as was the case thirty years ago when the sensational headlines of magazine covers featured a new length. skirt, a seasonal color or a fabric.
The creative and intellectual career of Alessandro Michele is reflected in Glen Luchford’s images: the present is built on the past. In this case, it is a sufficiently recent and iconic past to bring back memories never forgotten, but far enough, in the eyes of the youngest, to appear mythical and surprising.
Clothes take the role of absolute characters and tell their own story: that’s why they deserve their place in headlines in the front page. In other words, it is an evolution from the immaterial to the material, without sacrificing Gucci‘s reference metalanguage which, in this campaign, transforms the sublime memories of know-how into collectibles.
