Gucci’s Pre Fall 2020 campaign is halfway between a sweet escape and hope of a more harmonious and genuine future. We prefer to think of it as just that, a wish and advice that Alessandro Michele sends to his audience, with the aim of rediscovering that natural connection with the world that surrounds us and that we have neglected for years now.
After all, Alessandro Michele has repeatedly proved himself absolutely brilliant and skilled when it comes to catching new trends and moods. As this forced quarantine has compelled us to face our habits and their consequences, we might find ourselves, at the end of all this, not only better consumers but also more conscious human beings. A personal growth that takes us back, while going towards the future. We become more mature and, for this reason, we are able to recover what is more primitive.
Together with nature, the other thematic core of the campaign is childhood. Which is a place of experimentation, so dear to the creative director of the Kering giant from the very beginning. Michele believes in a pure and genuine fashion, made not so much of business and profit calculations, but rather of free expression.
And if Gucci’s earnings turn heads, all the better. Michele’s advertising strategy and creative efforts are not aimed to profit only and, amidst a lot of green-washing, Gucci has proven to have what it takes to be loved, not only for his products but also for his commitment. The Italian fashion house has been working for two years to reduce pollution in its production chain, also reducing the use of water and eliminating the chemicals used in leather tanning. With the Pre Fall 2020 #SoDeerToMe campaign, Gucci publicly announces its adhesion to The Lion’s Share Fund, an initiative that is committed to the protection of endangered animal species and the welfare of all animals.
The Lion’s Share Fund partners donate to the Fund 5% of the total media expenditure of each advertisement in which an animal appears, so that the collected money can be made available to the animals themselves. It is a brilliant initiative, which achieve great results with little effort and which, finally, rethink about our approach to the animal world. The Lion’s Share Fund, together with Gucci and the visibility it has given to the initiative, is one of those things that gives us hope and makes us think that, after all the difficulties we are going though, we will certainly reach something positive.
Words by Giulia Greco