Last July, Artistic Director Alessandro Miquelet wrote the final chapter in the story of rebellion and revolt against a tradition consisting of three parts which revolve around changing perceptions and questioning the laws, roles, and traditions that have defined fashion as we know it. On this occasion, a 1 to 2-hour live broadcast was presented in the form of storytelling that reveals to the outside world what usually happens behind the scenes. During the day, the design team at the “Gucci” became Gucci crew of fashion models, were photographs taken in front of the camera lens during the fashion show in the photography site.
And the challenging day of filming paved the way for the campaign now being presented. The campaign takes place between two contrasting sites in Rome, the imposing Palazzo Sacchetti of the late Renaissance Mannerismo movement and the dilapidated Campo Boario area covered in graffiti. The photos bring together members of Gucci’s design team, who worked with Alessandro Miquelet on the same set they wear, in a poetic style of pairings and perspectives.
In an open dialogue by Gucci between the external luxury and the personal joy of these two seemingly contradictory places, these unknown faces usually switch between their assignments on the set of filming within the palace and between the dilapidated territory. In doing so they create a theatrical metaphor that combines the real and the surreal, and reflects the relationship between the fictional images of fashion and the reality of their production.
“Different things are brought together,” said Artistic Director Alessandro Miquelet, which embodies the chaotic beauty that I have always sought: the chaos of beauty. What happens to the relationship between reality and fiction when inquisitive eyes creep into the mechanisms of producing the image? What happens to fashion when the true moment returns to being just an untrue fictional moment?
In order to break the spell that forces the people who collaborate with me to work passionately on the clothes they later have to give up, I asked the team to wear them. So we accomplished a work of self-sufficiency, everything inside the house, mixing the things we had previously made with the things we would make – transcending the plans and intrigues of time coherently with the idea of the ” Epilogue,” the final decision for the future that is largely in the present. “
The photography was photographed by Minneapolis-based photographer “Alek Soth” and the video was filmed by Rome directors “Damiano” and “Fabio Dinuchino”, the Silver Bear award winners for the Best Screenplay category at the Berlin International Film Festival in 2020. The conclusion of the storytelling that began in February with the show An Unrepeatable Ritual, when “Alessandro Miquelet” made sure to shed light on the preparations going on behind the scenes. The story continued in May, with the launch of The Ritual campaign, the radical experiment that blurred the lines between models and authors in search of the idea of spontaneous and unexpected beauty. Now that the show airs live in July, the fairy tale reaches its happy ending with the Epilogue campaign.