Alessandro Michele Ups the Ante for Gucci's Retro SS20 Campaign Featuring a Team of Horses
Shot by photographer and director Yorgos Lanthimos.
For Gucci‘s Spring/Summer 2020 advertising campaign, creative director Alessandro Michele has tapped photographer and director Yorgos Lanthimos of the 2017 psychological thriller film The Lobster, The Killing of a Sacred Deer to capture this year’s stunning images. Constantly pushing boundaries, Michele has integrated a team of live horses to represent the fashion house’s co-protagonist in the grand shoot.
Inspired by the power of trios, the horses were shot in various locations across Los Angeles – beaches, parking lots, swimming pools and airplanes – as well as the prestigious Chateau Marmont hotel. Additionally, the horses represent freedom, which aligns with one of the core beliefs of Gucci’s SS20 show stating that freedom is “all about the power of fashion to break the cage of rules with the self-determination of personal style.” As for the models, they sported luxe button-ups, pants and collared jackets incorporated with the label’s signature webbed stripe logo, along with buckled footwear and logo-printed bags.
Take a look at the campaign imagery above and witness the scenes transform into “warm-hearted ambiguity, an act of everyday surrealism.” While you’re here, don’t forget to check out Prada’s 2020 Lunar New Year campaign.
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Set in Los Angeles, the #GucciSS20 campaign stars horses and their human friends in paradoxical scenarios. #OfCourseAHorse is conceived by @alessandro_michele, art directed by @christophersimmonds and directed by @yorgoslanthimos. Watch the full video through link in bio. #AlessandroMichele Music: “Everybody’s Talkin’” Harry Nilsson (F. Neil) (P) Originally Released 1968. All rights reserved by RCA Records, a division of Sony Music Entertainment. © Third Palm Music / BMG Platinum Songs US. Courtesy of: BMG Rights Management (Italy) srl American Humane monitored the animal action on the set of the #GucciSS20 campaign. No animals were harmed®️. (AHD 09274) Chateau Marmont/ A.Society
- Art Direction
- Christopher Simmonds