Gucci Epilogue, Alessandro Michele’s latest campaign for some of the brand’s seasonless clothes, shows a whole new vision of fashion campaigns during this pandemic situation.
As it is really hard to find models to shoot a campaign, Michele had a very interesting and creative idea for this campaign. The newest items are now worn by the part of the industry that is rarely seen and noticed, the professionals who create the clothes. It might be shocking, but this could be the future for many brands due to the difficulty of hiring models because of Covid-19 travel restrictions.
“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.”Alessandro Michele
However, the idea of shooting their own imagery on staff members is not new as many other brands have already done it, as for example Acne Studios for their FW20 collection, but we need to support these kinds of campaigns because they show those who are not seen in the industry and without whom the industry will not exist!