Leading us through the fabula of fashion, the new Gucci ArtWalls feature the creativity of the House’s latest Fall-Winter Campaign, #GucciPrêtÀPorter.
Starting from a tale of manual and material skills, the result of a specific know-how that today we tend to discount, the narrative of fashion comes to life resembling iconic images that span four decades: the 50s, 60s, 70s and 80s, and become contemporary in the lexicon of the Creative Director of the House of the Double G.
It is from these considerations about myth, and from a desire to place once more the actual material process of dressmaking at the heart of fashion discourse, that the new Fall-Winter 2019-2020 advertising campaign was born, under the direction of Alessandro Michele for Gucci. In it, fashion in its ready-to-wear version once more makes the headlines, becomes the protagonist, as might have happened thirty years ago, when sensational headlines on covers were devoted to a must-have hemline, a seasonal colour, a fabric.
The clothes take on the role of absolute protagonists and tell their own story, and for this reason are deserving also of the title and the cover. In other words, it is an evolution from the immaterial to the material, without forfeiting Gucci’s referential metalanguage which in this campaign turns the sublime memories of the savoir-faire into memorabilia.
The #GucciPrêtÀPorter walls debut in Lafayette Street in Manhattan’s SoHo neighbourhood, in Mi-lan’s Largo la Foppa (in the district of Corso Garibaldi), just off East London’s famous Brick Lane, in Mexico City’s Avenida de Michoacan, in the Condesa area, in Shanghai’s Fengsheng Li, Jingan district, in Hong Kong’s D’Aguilar Street, Lan Kwai Fong; and in Yongkang Street, Da’an District, Taipei.