The Art of Storytelling: Gucci’s Prêt-À-Porter FW19/20 Campaign

“Taking inspiration from the world of designers and their muses, the Fall Winter 2019 campaign pays homage to the mythical passion, performance and pomp of the fashion circuit.”

— Gucci

So, I have to buzz about the Gucci AW19 campaign, as it transports the viewer through time within the vintage-esque images shot by visionary photographer Glen Luchford. The Prêt-À-Porter campaign not only showcases an army of era-specific trends and pieces from the ‘50s, ‘60s, ‘50s and ‘80s, but the inspiration behind the campaign tactic is one in an Alessandro Michele million!

“Alessandro Michele uses his inquisitive and eccentric perspective to explore the reportage imagery of a scene established as an industry cliché: designers and their models acting out the seasonal ritual of fittings, catwalk display and magazine shoots, with the attendant backstage frenzy and front row parade.”

— Gucci

HYPEBEAST: “The Alessandro Michele-envisioned campaign references the days of old advertisements and magazine headlines. Pieces are positioned to be headline works in their own right, while imagery and branding tap the sensationalist era of “must-have” headlines that sold the season’s most desired pieces to consumers.

Gucci’s campaign imagery tells the story of how clothes, and fashion advertisement, begins in the workshop to fittings backstage, progressing to the runway, to the streets, and finally in magazine shoots and onto newsstands. As a result, Gucci places the art of dressmaking and the process of a ready-to-wear collection as the campaigns focal point, which comes to life through Christopher Simmonds‘ art direction.

As Gucci explains, the campaign is ‘a tale of objects, not characters, with wordings intentionally old-world, because the clothes’ true tale will be told by their wearers. Through a dynamic visual narrative, it is suggested that the product must take center stage. The clothes take on the role of absolute protagonists and tell their own story, and for this reason, are deserving also of the title and the cover. In other words, it is an evolution from the immaterial to the material.'”

Gucci Prêt-À-Porter: The Fall-Winter 2019 Campaign:

Truly brilliant photographic storytelling, and not to mention the fashion! I’m absolutely obsessed!

Make sure to check out the full gallery on HYPEBEAST!