Relive fashion from the 50s to the 80s with Gucci’s Fall/Winter 2019 collection.
Gucci’s famed for always putting up a glam, sexy, fun, and impeccably beautiful campaigns. And adding to their ever-growing list of successful campaigns, Alessandro Michelle introduces #GucciPrêtÀPorter. It wonderfully imbibes his distinctive affinity with tales and characters. Which in order to do so, he took the pathway where he has defined his own version of the Gucci universe—a never-ending, glowing, volcanic narration.
The fabula of fashion, however, begins at the drawing table. It then moves to the workshops, during fittings, trials and fault findings. It is a beautiful tale of manual and material skills. It’s the result of specific know-how that now we just tend to discount, to take for granted.
The tale of fashion and tales about fashion are the stuff of legends, that come to life with the advent of prêt-à-porter. And in its heyday, those iconic images spanned for four decades: the 50s, 60s, 70s and 80s, and become contemporary in the lexicon of the Creative Director of the House of the Double G.
So it is from these considerations about myth, and from a desire to place once more the actual material process of dressmaking at the heart of fashion discourse, that the new Fall-Winter 2019-2020 advertising campaign was born.
In it, fashion in its ready-to-wear version once more makes the headlines. It becomes the protagonist. Just like what might have happened thirty years ago, when sensational headlines on covers were devoted to a must-have hemline, a seasonal color, or a fabric.
Alessandro Michele’s creative direction shines through in Glen Luchford’s shots: today is built on the past. In this case, it is a past that is sufficiently recent and iconic that it brings back nostalgia. But, at the same time, sufficiently remote to younger onlookers.
Although even with the obvious narration already evident, it is still entirely bound up with the process of making and promoting clothes as articles of clothing: in the workshop, during the design and creation phase, on the runway, through the specialist press.
Hence, it’s a tale of objects, not characters, with wordings intentionally old-world, because the clothes’ true tale will be told by their wearers. So through a dynamic visual narrative, the product takes centerstage. That’s why Gucci’s prêt à porter take on the role of absolute protagonists and tell their own story. For this reason, they are deserving also of the title and the cover.
Gucci is exclusively distributed by Stores Specialists, Inc. It is located at Greenbelt 4 and Shangri-La Plaza East Wing.