Gucci unveils its Epilogue campaign


Italian fashion house Gucci has released the long awaited campaign for its Epilogue collection.

The collection was released earlier this year in July and serves as the final chapter of Creative Director Alessandro Michele’s ‘trilogy of love’. Described as a ‘tale of subversion’ it is a process of role reversal questioning the rules, roles and liturgies that have come to define fashion as we know it.

Initially it was presented as a twelve-hour live stream which framed a narrative feature, revealing to the outside world what lies behind the making of a fashion ad. On that occasion the Gucci design team became the hectic cast of models, captured on camera wearing pieces from the new collection.

‘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,’ explained Michele.

Shot at the Palazzo Sacchetti and the Campo Boario area by Minneapolis-based photographer Alec Soth and filmed by Roman directors Damiano and Fabio D’Innocenzo, winners of the 2020 Berlin International Film Festival’s Silver Bear for Best Screenplay, the campaign images bring together the Gucci design team, which worked with Alessandro Michele on the same collection they are wearing.

Check out the campaign images of the Epilogue Collection here

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