GUCCI releases Prefall 2020 campaign
Infancy is a magic time of perfect harmony with the whole of creation; of pure innocence and absolute spontaneity. It is the realm of imaginary friends and pets – any pet, even a skunk or a frog – as best friends. Like an Arcadia, or a mythic era that will never be repeated, it lasts for a very short while, which is probably why its charm is eternally crystallized as the perfect moment to aspire to, no matter what. We would all love to be children again, with or without the knowledge acquired through adulthood.
The new Gucci advertising campaign is an ode to retrieved innocence, a return to the infant world, a call for a real engagement with nature and, with that, with life. It is simple and direct, just like infancy should be: a beautiful wild landscape bathed in gleaming light as the ambiance for a spontaneous interaction between a cast of characters and a group of wonderful fairy tale animals. That’s it, with the unexpected presence of swings and slides: perfect childhood pastimes usually not found in the wild.
Through the lens of Alasdair McLellan, a series of portraiture vignettes, as expressive as they are vibrant, take shape, depicting the beauty and the personalities of a group of men, women and their beloved animals. Deers, fawns, owls, blue birds, skunks, squirrels, frogs, hedgehogs, ducks and rabbits are featured across the images: spirit animals dialoguing with the subjects in ways that recall classic allegories and cartoons.
With its call to nature, the campaign is ultimately an invitation to enjoy the simple things in life. Sometimes, it just takes very little, or a burst of imagination, to find some balance. On a swing, maybe. Or, with a fawn.
Nature, wildlife and its denizens are particularly important to Gucci, which, since 2018, has been totally carbon neutral across the whole supply chain. In February 2020, Gucci joined The Lion’s Share Fund, a unique initiative raising much-needed funds to protect endangered species and their natural habitats. Animals appear in approximately 20 percent of all advertisements in the world, yet despite this, animals do not always receive the support they deserve. By donating 0.5% of its media spend every time an animal is featured in advertisements, as all the partners involved in The Lion’s Share Fund do, Gucci can give ongoing contributions to drive tangible on the ground results for this urgent cause.
Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographer/Director: Alasdair McLellan
Hair Stylist: Paul Hanlon
Make Up: Thomas De Kluyver