Fashion / Fashion Feature

The final chapter – Gucci presents the Epilogue Collection Campaign

The final chapter of a three-part tale of subversion. Gucci presents the incredible new Epilogue Collection campaign shoot and film.

Last July, Creative Director Alessandro Michele presented a twelve-hour live stream for Gucci’s Resort 2021 collection, dubbed Epilogue. Framed around a narrative feature, the live stream revealed to the outside world what usually lies behind closed fashion curtains. Throughout the course of the day, the Gucci design team became the incredible cast of models captured on camera while posing on set.


That powerful shooting day then paved the way for the Epilogue campaign that is now presented. Set within two contrasting Roman locations, from the lavish Palazzo Sachetti and the distressed, graffiti-covered Campo Boario area, the campaign features the delightful Gucci design team who worked with Alessandro Michele on the very same collection they are wearing.



Creative Director Alessandro Michele stated in a press release, “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”.



The Epilogue campaign was shot by Minneapolis-based photographer Alec Soth and filmed by Roman directors Damiano and Fabio D’Innocenzo. These usually anonymous faces of the design team come and go between their on-set tasks in the palazzo and rundown area. A visual feast of colour, decadence, oversized props, animals, ballerina’s and sunshine-filled fairy tale gardens.



The campaign ultimately leads to the conclusion of the narrative that began in February when Alessandro Michele brought the backstage preparations to the centre stage with the An Unrepeatable Ritual show. This continued on in May, with the release of The Ritual campaign and now, following July’s live-stream presentation, this fairy tale story has found its Epilogue.

Watch the campaign film below.



Don't miss the Gucci Tailoring campaign starring Iggy Pop, A$AP Rocky and Tyler, The Creator.


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