GUCCI PRE-FALL 2019 FILM CAMPAIGN
Presenting the Gucci Pre-Fall 2019 ad campaign, a modern-day version of a symposium by Alessandro Michele.
April 17, 2019
A troupe of eclectic bohemians are pictured among the ruins of the temples of the Selinunte Archaeological Park in Sicily for the Gucci Pre-Fall 2019 ad campaign. In this site dating back to the 7th century BC, Gucci channels the spirit of the classical symposium, the after-banquet gathering where people would socialise to the accompaniment of music and dancing, listen to poetry recitals and indulge in long conversations.
Reinterpreting this unique site which was home to pagan culture, Alessandro Michele imagines a mythical place suspended in time, where diversities coexist harmoniously. He creates a contemporary fresco of freedom and expression in which the antique becomes the propeller of the present. In Gucci’s modern-day version of a symposium, friends and lovers meet to discuss philosophical and political issues, read poems, play music and sport, and dance together. Capturing Gucci’s magpie method of cultural juxtaposition, the youths are drawn from the counter-cultural groups typically seen on Venice Beach in California—hardcore punks, rollerbladers, bodybuilders and surfers.
The placing of these contemporary youth cults among the ruins of a classical civilisation makes for surreal and fantastical compositions, which echo art featuring ancient Greek and Etruscan depictions of these gatherings.
The Gucci App brings the Pre-Fall 2019 campaign to life for users. A digital photo booth will enable users to place themselves in the setting of the advertising campaign on screen. The App will also contain exclusive, unseen behind-the-scenes images and video clips from the shoot. A special story about the campaign can be unlocked when users who have downloaded the App are near a Gucci store. Users can also scan dedicated QR codes on Gucci store windows to access this special content.