For Pre-Fall 2020, Gucci proposes a “retrieved innocence” with its animal-filled campaign, captured by Alasdair McLellan
The house of Gucci is no stranger to casting animals in its seasonal fashion campaigns: from Harry Styles cradling chickens, piglets and lambs for various menswear tailoring campaigns to horses walking the streets of Los Angeles for S/S20, released earlier this year. For Gucci’s Pre-Fall 2020 campaign, launched today, a host of “fairytale animals” – deer and fawns, rabbits, owls, skunks, squirrels, frogs, hedgehogs and ducks – appear in a series of images and a film shot by AnOther and Another Man contributor Alasdair McLellan. The Italian house describes the sun-drenched, nature-filled campaign as “an ode to retrieved innocence”.
The campaign also looks to the restorative power of nature. Beside a lake among verdant countryside, models and their animal co-stars are seen in a secluded playground, complete with swings and climbing frames, recalling summer holidays spent outside. According to Gucci, McLellan’s images form “a call for a real engagement with nature and, with that, with life”. The vibrant colours, patterns and textures of the brand’s Pre-Fall 2020 collection – complete with the 1970s-esque silhouettes and covetable accessories that creative director Alessandro Michele has become known for – take centre stage.
Gucci has also announced its collaboration with The Lion’s Share Fund, an initiative that enables businesses to raise funds for wildlife and habitat conservation, endangered species and animal welfare. “By donating 0.5 per cent 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,” the house says. Announcing its role in the significant initiative, Gucci has posted a series of clips from 2017 documentary Richmond Park: National Nature Reserve, presented by David Attenborough and directed by George Chan, on Instagram.
Watch Gucci’s Pre-Fall 2020 campaign film below.
Creative Director: Alessandro Michele; Art Director: Christopher Simmonds; Photographer/director: Alasdair McLellan; Hair stylist: Paul Hanlon; Make-up: Thomas De Kluyver.
Video music: “Some Velvet Morning”; Nancy Sinatra & Lee Hazlewood; Lyrics and Music: Lee Hazlewood; Publisher: Lee Hazlewood Music Corp; Publisher for Italy: Universal Music Publishing Ricordi Srl.