In this era of quarantine, several fashion brands have resorted to other creative ways to produce content, and Gucci has joined the moving train.
The luxury brand enlists models to create self-portraits for its digital fall 2020 campaign called: The Ritual. Models Amanda Ljunggren, Mae Lapres, Vaquel Tyies, Josefine Gronvald, Delphi McNicol, and Lawrence Perry pair everyday activities with high fashion while they take self-portraits featuring runway designs ranging from gardening to knitting.
“I let the models build their own images. To act as photographers and storytellers, producers and scenographers. I asked them to represent the idea they have of themselves. To go public with it, shaping the poetry that accompanies them. I encouraged them to play, improvising with their life,” says creative director Alessandro Michele.
See more photos of the campaign below.