FASHION-BEAUTY

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.

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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.

Of Course a Horse_Gucci_SS 20 Campaign_Alessandro Michele_Yorgos Lanthimos

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.

Of Course a Horse_Gucci_SS 20 Campaign_Alessandro Michele_Yorgos Lanthimos
Of Course a Horse_Gucci_SS 20 Campaign_Alessandro Michele_Yorgos Lanthimos
The horse so could be a human being in other guise. Furthermore, it should not be forgotten that Zeus took the form of an animal when he was in the mood to seduce. On the other hand, horses are a symbol of freedom, and the Gucci Spring Summer 2020 show was precisely focused on the power of fashion to break the cage of social norms thanks to the affirmation of one’s personal style. Their presence on the scene could only be a reference to this idea.
Whatever you see the campaign as a whole, there is no way to get to the point, and this is precisely the point, which makes its message libertarian: truth and style are in the eyes, and in the ways of the beholder.”
-Gucci, Spring Summer 2020 campaign
Of Course a Horse_Gucci_SS 20 Campaign_Alessandro Michele_Yorgos Lanthimos
#OfCourseAHorse
Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographer and filmmaer: Yorgos Lanthimos
Hair Stylist: Paul Hanlon
Make Up: Thomas De Kluyver
Location: Los Angeles / Chateau Marmont
 
Music:
“Everybody’s Talkin’” Harry Nilsson
(F. Neil)
(P) Originally Released 1968. All rights reserved by RCA Records, a division of Sony Music Entertainment.
© Third Palm Music / BMG Platinum Songs US. Courtesy of: BMG Rights Management (Italy) srl
Of Course a Horse_Gucci_SS 20 Campaign_Alessandro Michele_Yorgos Lanthimos