Peace, serenity, innocence… and a whole lot of Gucci Pre-Fall 2020. That’s the dream world and it’s the world that Alessandro Michele is bringing to us for the new season campaign. ‘Tis an ode to ‘retrieved innocence, a return to the infant world, a call for a real engagement with nature, and with that, with life’. The chosen Gucci gang are as ethereal as ever, hula-hooping in black velvet, kissing frogs in oversized tortoiseshell sunglasses and hanging out on monkey bars holding new double G monogrammed bags. The good life. Photographed by Alasdair McLellan, a sense of wonder is inherent as fairytale animals flit amongst them, the real stars of the show. Yes, deers and owls and bluebirds and hedgehogs, oh my. It is, as the House says, ‘like an Arcadia, or a mythic era that will never be repeated, it lasts for a very short while, which is probably why its charm is eternally crystallised as the perfect moment to aspire to, no matter what’. A perfect pastime. The campaign is an invitation to enjoy the simple things in life. How very Hygge of Gucci. We’re feeling balanced and brilliant. And we must note, as we know, the Gucci garden and all of it’s animals are so very dear to the House, which joined the Lion’s Share Fund in February this year to raise funds to protect endangered species in their natural habitat. Gucci truly is the gift that keeps on giving.
by Roxy Lola