Alessandro Michelle transports us back in time for his Fall 2019 campaign appropriately titled #GucciPrêtÀPorter. The campaign shot by Glen Luchford takes us back to the height of fashion and its glamour. Before fashion reporting was about “drops” and Creative Director musical chairs. A time when fashion was about clothes and their craftsmanship was marveled. When magazines had sky-high budgets, editors like Diana Vreeland and Carmel Snow reigned, and John Fairchild reigned over the industry with an iron fist.
A press release for the house states “The tale of fashion and tales about fashion are the stuff of legend, that comes to life with the advent of prêt-à-porter and its heyday, those iconic images that span four decades: the 1950s, 1960s, 1970s and 1980s, and become contemporary in the lexicon of the Creative Director of the House of the Double G.”
The standout masks from the Fall-Winter collection are on full display in the black and white vintage mock-up covers and editorial spreads. Replacing the Trinty are the Midland Agency cast trio of women dressed in power suits with even more powerful up-dos, the work of hairstylist, Paul Hanlon.
The campaign video set in Paris reimagines the Gucci Gang in a vintage atelier highlighting its inner workings. Miles Davis’s "ASCENSEUR POUR L’ECHAFAUD (GENERIQUE)” plays in the background juxtaposing the chaos of the before and during an old couture show when they were intimate. When models were theatrical and moved with grace- twirling showing the clothes to buyers and fashion press not just stomping by in a flash. The show ends with the young twinkly Gucci boy as a couture bride rewriting the honored couture tradition.
Teasers for the campaign on Instagram show pay tribute to the birth and boom of fashion television shows like Fashion TV and Style with Elsa Klensch in the '70s and ’80s. A Kitty Porter-esque reporter backstage of a Gucci fashion show struggles to interview a designer who looks like a young Little Richard but attempts to fake it til you make it.
The brand’s latest campaign makes us yearn for the glamour that fashion once was. It’s the ability to transport us to fantasy through the decadence of the clothing and not the industries facades. We are gushing over Gucci’s latest campaign and you can learn more about it here.