cMLoves: Gucci SS20 Campaign

cMLoves: Gucci SS20 Campaign

Gucci’s SS20 campaign features horses trotting around Los Angeles.

Gucci’s creative director, Alessandro Michele’s campaigns have always pushed the creative envelope. Equestrian influence has remained key to the brand since the 1920s and is seen in its SS20 campaign, quite literally. Shot by Yorgos Lanthimos, Gucci’s SS20 surreal campaign stars horses alongside models. The co-protagonists are seen accompanying their friendly humans as they go about living life in Los Angeles: driving around, getting a snack, swimming in a hotel pool, stuck in traffic and just hanging out.

One can’t help but draw a parallel to Lanthimos’s dystopian movie, The Lobster, in which single men and women who aren’t able to find a life parter are transformed into their favourite animal. According to the house, “The campaign is an exercise in warm-hearted ambiguity, an act of everyday surrealism, a celebration of the paradoxical.”

Creative Director: Alessandro Michele – @alessandro_michele

Art Director: Christopher Simmonds – @christophersimmonds

Photographer/ Director: Yorgos Lanthimos – @yorgoslanthimos

Hair Stylist: Paul Hanlon – @paulhanlonhair

Make Up: Thomas De Kluyver – @thomasdekluyer

Location: Los Angeles/Chateau Marmont – @chateaumarmont

Music credits: “ Everybody’s Talkin’ ” Harry Nilsson (F. Neil)


cM text: Avani Purohit – @avanipurohit

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