See every look from Gucci's resort 2021 collection now:
As two weeks of digital fashion “shows” roll to credits, it’s the videos that capture the elusive quality of authenticity that stay with us. Some best practices: gritty can trump glam, process is everything, and designers often make for better content than models. We can all agree, I think, that the days of filming pretty people dancing in front of a camera and calling it a wrap are over.
Gucci’s Alessandro Michele has never been an up-and-down the runway kind of designer. At his first resort show for the brand, held in New York back in 2015, models walked across a West Chelsea street before stepping inside the art gallery venue; it was a public-facing show before that was a thing. Last February, days before the coronavirus crisis broke out near Milan, he staged a show in the round that was spectacular and intimate at once.
“Fashion is not just what we decide to show,” Michele said on a WhatsApp video call earlier this week. “The idea that a campaign is just a piece of paper? No, there is another show in the show.” The concept for the 12-hour livestream the brand produced for resort, which he’s dubbed “Epilogue,” and staged at the glorious Renaissance-era Palazzo Sacchetti in Rome with a natural soundtrack of cicadas, is to document the advertising campaign, to capture that “show within the show.
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