GUCCI SPRING SUMMER 2020 CAMPAIGN HAS A VERY SPECIAL PROTAGONIST… WATCH THE VIDEO OF THE NEW EQUINE FASHION STAR!
Translation by: Fiammetta Cesana
“Never underestimate the power of a triad. Omnia tria divina sunt says the old man slowly. Even more so if the trio includes a horse. Is the caudate, long-mane equine a pet? A family member? A therapeutic help? A reference to the equestrian lineage that has always been in Gucci’s DNA? The mythological incarnation of some divinity that transmits love messages? Maybe all this, maybe something else.
Be that as it may, a horse is the co-star of Gucci’s new advertising campaign. On the beach, in the kitchen, in the middle of traffic, the horse is always there: for a snack, a swim in the pool, to wash its clogs at the car wash, to carry the other two to their destination and, in general, to share moments with its… owners? No property restricts are allowed within an affective relationship. The campaign is an essay of warm ambiguity, an act of daily surrealism, a celebration of the paradoxical.
Alessandro Michele, Gucci’s creative director, likes to break down the borders, and for this season he has entrusted Yorgos Lanthimos – a director who loves to bewilder the audience – with the task of breaking them down visually. The plot is ultimately left to viewers. Everyone finds their own path there. It comes up to mind The Lobster, the dystopian Lanthimos’ movie in which single men and women who cannot find a new life partner are transformed into their favorite animal for good.