Fashion focus.

For Gucci’s Fall 2019 campaign, Alessandro Michele decided to step away from mythology and vintage trinkets and focus on the iconic decades of fashion.

gucci fall 2019 campaign

Working with photographer Glen Luchford, the designer schools us on the heyday of prêt-à-porter – specifically the 50s, 60s, 70s and 80s – when there was considerable focus on craftsmanship and forever pieces.

gucci fall 2019 campaign

 

“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,” reads the press release.

gucci fall 2019 campaign

In the age of fast fashion, Gucci looks back on a time when creating garments took time and were made for customers to enjoy decade after decade.

“Through a dynamic visual narrative, it is suggested that the product must take centre stage,” the press release continues. “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.”

gucci fall 2019 campaign