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Gucci Presents “The Epilogue” Campaign

Gucci Presents “The Epilogue” Campaign

Following July’s live-streamed presentation, Gucci concludes its final chapter of a three-part tale of subversion. It follows the Italian powerhouses’ initial show where Gucci employees dressed models in front of a live audience and in earlier this year.

In the final instalment, shot by Minneapolis-based photographer Alec Soth and filmed by Roman directors Damiano and Fabio D’Innocenzo, the campaign takes place in contrasting Roman locations, the grandiose, late-Mannerist Palazzo Sacchetti and the distressed, graffiti-covered Campo Boario area.

“I brought together different things, which represent the messy beauty that I have always sought: the chaos of beauty. What happens to the relation between reality and fiction when prying eyes sneak into the mechanisms of the production of an image? What happens to fashion, when the true goes back to being just a moment of the false? Breaking the spell that forces my collaborators to passionately work on clothes they later have to abandon, I asked the team to wear them. And so we did a self-sufficient job, all inside our house, mixing things we had already done with things we were about to – overcoming the schemes of the time coherently with my idea of The Epilogue, the final resolution of a future that is largely present”

Creative Director Alessandro Michele
MUSIC CREDIT: “Mani Meme” Pas De Deux Written by De Nota/ Arranged & produced by Walter Verdin
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