Gucci’‘s Fall/Winter 19-20 Ad Campaign, entitled #GucciPrêtÀPorter, is itself is pretty self-explanatory. Prêt à Porter, translated, means “ready-to-wear”, and Creative Director Alessandro Michele does just that with this campaign. The story begins at the drawing table, then moving on to the workshops, fittings, and all the steps before the final product is ready to be showcased on the runways.
Michele takes us right to the beginning, recreating imagery that spans across four decades, beginning with the 1950s when fashion presentations were first staged, then on to the 60s, 70s, and finally the 80s. And that’s why, in the complete set of images below, you’d see colours typically used in vintage fashion photography, as well as mock magazine covers announcing the latest seasonal colour, must-have hemline, or fabric in a rather tabloid-style approach, portraying it the way it was, back in its heyday.
Shot by Glen Luchford, the AW19 campaign is essentially showing us how history and the entire process and practice of putting a Ready-to-Wear collection together, which then culminates in a runway show where the products and clothings take centrestage. Through the campaign’s narrative of this deep reverence for the roots of fashion, Michele demonstrates how, through visual imagery, the entire historical process of making fashion a spectacle, has not just contributed to, but also shaped, the fashion discourse, particularly how fashion is exhibited, promoted, appreciated, and consumed, today.
Images and video courtesy of Gucci
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