Gucci returns to the myth for the new advertising campaign for fall / winter 2019-20, # GucciPrêtÀPorter, directed by Alessandro Michele and shot by Glen Luchford.

“The fashion fabula is a manual and material narration, the result of a precise know-how that today is often meant to imply, to take for granted. The fashion and fashion story is a legend, pure mythology crystallized around the birth of prêt-à-porter and its most vivid years, an iconography that stands out over four decades: the 50s, 60s, 70s and 80s and that becomes contemporary in the lexicon of the creative director of the maison “, reads a note.

In the new adv of the label, fashion, understood in the sense of prêt-à-porter, “goes back to being a title and a protagonist, as could happen thirty years ago when the cover shrieks were dedicated to a hem, to the seasonal color , to the fabric which just could not be renounced ”.