In July this year, Gucci’s creative director Alessandro Michele closed the final chapter of his epic three-part subversive dialogue on where fashion is headed in the future.
Originally slated as a destination Cruise show, it was called Gucci Epilogue and it was also the brand’s departure from staging five big shows a year for just two.
Prior to the Epilogue show, Michele live streamed a 12-hour-long behind-the-scene making of this new campaign, in which the Gucci team also doubled up as models.
Shot by Minneapolis-based photographer Alec Soth and filmed by Roman directors Damiano and Fabio D’Innocenzo, winners of the 2020 Berlin International Film Festival’s Silver Bear for Best Screenplay, the campaign was set within two contrasting Roman locations, the grandiose, late- Mannerist Palazzo Sacchetti and the distressed, graffiti-covered Campo Boario area.
Michele says: “I brought together different things, which represent the messy beauty that I have always sought: the chaos of beauty. What happens to the relation between reality and fiction when prying eyes sneak into the mechanisms of the production of an image? What happens to fashion, when the true goes back to being just a moment of the false? 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.”
Here are the stunning images of the Epilogue campaign: