No photographers, no makeup artists - how the new Gucci ad campaign was shot | World Fashion Channel

No photographers, no makeup artists - how the new Gucci ad campaign was shot

Read min

20 May 2020

Despite all the restrictions, the self-isolation was a source of inspiration for many artists and designers. Take, for example, a new video clip of Ariana Grande and Justin Bieber that came out last week and has already become a huge hit. Gucci creative director Alessandro Michele also offered an interesting idea for a new brand's campaign.



It was named 'The Ritual' and published on the official Gucci ******* account. The creators of the video decided to experiment by making models the filmmakers whilst allowing them to do whatever they want in front of the camera. Alessandro Michele expressed the idea that "beauty can appear, unpredictably and wonderfully imperfect, through the absence of control."



There were no photographers, makeup artists, and stylists involved in the filming of the campaign; all the ideas were proposed by the models who took part in the creation of the video.

"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," Alessandro Michele explained.

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