The Ritual Gucci Fall-Winter 2020-2021 Advertising Campaign

Titled The Ritual, the new Gucci advertising campaign follows the reversal of perspective that characterized Creative Director Alessandro Michele’s vision for the Fall-Winter 2020-2021 show, where the audience was invited to witness what goes on behind the scenes, behind the curtains. Further exploring the idea of looking at things from a different point of view, new possibilities opened up.

Consequently, models were asked to be the authors of the new campaign and were given the brief to simply inhabit the looks in their daily lives from the comfort of their own, intimate spaces and record themselves doing so. The lens is thus that of this eclectic cast of characters, and the result is a deeply personal, honest and candid series of self-portraits.

With freshness and authenticity, these hyper-real images depict one’s home as a personal creative laboratory, whose inhabitants are free to have fun and experiment using their imagination: they acted as photographers and storytellers, producers and scenographers. The different formats echo the array of tools used, ranging from disposable cameras to camera phones, adding to the variety of results and telling of individual decisions about how the protagonists wish to be seen.

“I decided to let the clothes travel towards the houses of the cast of models – the characters that have embodied my stories for years; individuals I chose precisely, over time, for their uniqueness that usually brings my campaigns to life. 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”, Alessandro Michele explained.

By ceding control, a new type of creativity is unleashed. So here’s the Gucci community, knitting, gardening, sunbathing, brushing teeth, hanging out on the roof of a building, jumping off a bed, with pets, even playing darts while skateboarding indoors on a polished wooden floor.  Though the scenarios are every day, the images are anything but, showing how Gucci’s magical Romanticism inspires a peculiar, emotional dreamlike quality. 

Surprisingly, a certain consistency fosters the whole visual experiment of self-portraits and their footage, a consistency that speaks of an infusion of Gucci, even from afar.

#GucciTheRitual

Credits:
Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographer/Director: models
Hair stylist: models
Make up: models

Music credits:
“Alright” Supergrass
(Gareth Coombes, Daniel Goffey, Michael Quinn)
© 1995 EMI Music Publishing Italia Srl on behalf of EMI Music Publishing LTD
(P) 1995 The Echo Label Limited, a BMG Company, courtesy of BMG Rights Management (Italy) srl

In the Philippines, Gucci is exclusively distributed by Stores Specialists, Inc., and is located at Greenbelt 4 and Shangri-La Plaza East Wing. Visit www.ssilife.com.ph or follow @ssilifeph on Instagram for more information. 

About SSI Group, Inc.:
The SSI Group is the Philippines’ largest specialty retailer, with an established brand portfolio that includes some of the world’s most recognized international brands. We lead the country’s specialty retail market through the size and breadth of our brand portfolio and store network, with 94 brands and 593 stores. With our growing e-commerce presence, we are also the Philippine specialty retailer with the most diverse and extensive e-commerce offering. 

Our unique brand portfolio covers a wide range of specialty and lifestyle concepts, spanning the luxury, casual and fast fashion, beauty, footwear, home and restaurant categories.  

Established in the 1980s, SSI has been at the forefront of the Philippine retail industry for more than 30 years.  Throughout this time, we have sought to inspire and enhance the lifestyle values of our customers, and to cater to the evolving tastes and aspirations of Filipino consumers.

In response to the evolution of the retail industry, the company introduced "The Specialist", an At Home concierge service dedicated to serve its valued customers with their shopping needs. Customers may get in touch with SSI’s Customer Service team through any of the following channels to inquire about a particular brand or product:

SSI GROUP CUSTOMER SERVICE TEAM
Email: customerservice@ssigroup.com.ph
Telephone Number: 8-830-5000
Mobile Number: (0917) 552 9359
Facebook: facebook.com/SSILifePH
Instagram: @ssilifeph