In the time of quarantine, fashion brands must look to other creative ways to produce content. Gucci enlists models to create self-portraits for its digital fall 2020 campaign called: The Ritual. Models Amanda Ljunggren, Mae Lapres, Vaquel Tyies, Josefine Gronvald, Delphi McNicol, and Lawrence Perry take self-portraits featuring runway designs. From gardening to knitting, the cast pair everyday activities with high fashion.
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“I let the models build their own images. To act as photographers and storytellers, producers and scenographers. I asked them to represent the idea they have of themselves. To go public with it, shaping the poetry that accompanies them. I encouraged them to play, improvising with their life,” says creative director Alessandro Michele.
Gucci ‘The Ritual’ Fall 2020 Campaign
