Gucci unveiled its Pre-Fall 2020 campaign, a breath of fresh air amidst the frenetic pace of the fashion world. Departing from the often highly stylized and digitally manipulated imagery prevalent in contemporary fashion advertising, this campaign, shot outdoors by the acclaimed photographer Alasdair McLellan, returns to a simpler, more naturalistic aesthetic. The collection itself, a harmonious blend of classic Gucci motifs and a newfound appreciation for natural beauty, is perfectly mirrored in the campaign's visual language. The resulting imagery is captivating, evoking a sense of nostalgic innocence and a deep connection to the natural world, a stark contrast to the often hyper-saturated and heavily edited imagery dominating the industry. This deliberate shift in aesthetic represents a significant statement from Gucci, demonstrating a commitment to showcasing its designs within a context that is both evocative and emotionally resonant.
The campaign's title, while not explicitly stated, is implicitly communicated through the imagery and overall mood. It speaks to a re-evaluation of luxury, suggesting that true opulence can be found not only in extravagant materials and elaborate designs, but also in the simple beauty of nature and the unadulterated joy of childhood. This sentiment is powerfully conveyed through the various scenes depicted, which showcase models interacting with the natural environment in a way that feels both spontaneous and carefully orchestrated. The campaign isn’t merely about showcasing the clothes; it's about creating a narrative, a story that resonates with the viewer on a deeper emotional level.
#SoDeerToMe; So Deer To Me: The Gucci Pre-Fall 2020 Campaign
The hashtag #SoDeerToMe, which quickly gained traction online, perfectly encapsulates the campaign's whimsical and enchanting nature. The playful use of the word "deer" not only refers to the presence of deer in some of the campaign's imagery, but also serves as a clever pun, highlighting the endearing and somewhat unexpected nature of the campaign's overall aesthetic. The deer, often depicted gracefully wandering through lush landscapes, become symbolic of the campaign's core message: a return to a simpler, more natural way of life, where beauty is found in the everyday and the extraordinary coexists harmoniously with the mundane.
The integration of animals, particularly deer and hedgehogs, into the campaign imagery is not merely decorative. It speaks to a broader theme of environmental consciousness and a respect for the natural world. The animals are not presented as mere accessories but as integral parts of the overall narrative, highlighting the interconnectedness of humanity and nature. This conscious choice aligns with Gucci's broader commitment to sustainability and ethical practices within the fashion industry, a commitment that extends beyond the marketing and into the production processes of the brand.
The choice of Alasdair McLellan as the campaign photographer was crucial in achieving this desired aesthetic. McLellan's distinctive style, known for its ability to capture both the beauty and rawness of human emotion, perfectly complements the campaign's overall mood. His lens transforms the models into characters within a story, creating a sense of intimacy and realism that transcends the typical glossy perfection of fashion photography. The images feel less like advertisements and more like stills from a beautifully shot film, each photograph carefully composed to evoke a specific emotion or feeling.
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