Gucci’s “Epilogue” Ad Campaign

Posted on October 28, 2020

Shot during a twelve-hour live stream in July 2020, creative director Alessandro Michele revealed what lies behind the making of a fashion ad. Now, the Epilogue campaign is revealed.
Throughout the course of one day, the Gucci design team became the models, captured on camera while wearing the pieces from the Epilogue collection. The lineup reveals all of the elements that have guided the Gucci aesthetic over the last six years, what the creative director refers to as beautiful items from a wardrobe, which are designed to be worn again and again, transcending fashion trends. There are his signatures, in the story of things he has always designed: the silk blouse with a necktie, the long cardigan, the teenage look with jeans—washed with Gucci’s eco-Denim wash, less harmful to the environment than traditional denim washing processes—and T-shirt tucked into trousers, a printed down jacket.
Set within two contrasting Roman locations, the late-Mannerist Palazzo Sacchetti and the graffiti-covered Campo Boario area, the pictures bring together the Gucci design team, which worked with Alessandro Michele on the very same collection they are wearing.
“Breaking the spell that forces my collaborators to passionately work on clothes they later have to abandon, I asked the team to wear them. And so we did a self-sufficient job, all inside our house, mixing things we had already done with things we were about to – overcoming the schemes of the time coherently with my idea of The Epilogue, the final resolution of a future that is largely present,” explained Alessandro Michele.





[Photo Credit: Alec Soth for Gucci]

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