Glass presents #SoDeerToMe: The Gucci Pre-Fall 2020 Campaign

AS THE world faces this pandemic in unified isolation, with a lot of us being confined to our bedroom-turned-office, it can be easy to drift off into a daydream reminiscing about the possibilities of the outside world. For Gucci’s Pre-Fall 2020 Campaign Creative Director, Alessandro Michele, has once again created one of his renowned dream-like realms for us to live vicariously through.

Still from Gucci’s Pre-Fall 2020 Campaign

Using a series of portraiture vignettes depicting a group of men and women, the campaign is an ode to retrieved innocence. It recalls childhood engagement with nature; a time for the whole of creation that exudes perfect harmony and absolute spontaneity.

Shot through the lens of Alasdair McLellan with help from Art Director Christopher Simmonds, the utopian vision of this campaign functions as the sought-after escapism that the world currently needs and acts as an invitation to enjoy the simple things in life – much like Gucci’s previous campaigns, shows and collections.

Still from Gucci’s Pre-Fall 2020 Campaign

As we know Gucci is no-stranger of implementing wild-life into their advertising campaigns, and Pre-Fall 2020 is no exception: starring a host of “fairy-tale” animals from deers, fawns, owls, to skunks, squirrels, frogs, hedgehogs, ducks and rabbits.

During the 1 and a half minute clip, the models frolic in a secluded playground, complete with swings and climbing frames, wearing Gucci’s famous 1970s-style suits, bright knitwear and swing dresses accompanied by their animal co-stars.

This campaign is a celebration of Nature. 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 and since 2018 Gucci has been fully carbon neutral across the whole supply chain.

View Gucci’s Pre-Fall 2020 campaign video #SoDeerToMe here.

by Molly Denton


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