07 10 20

Live stream moves into main stream fashion marketing

Shot during a twelve-hour live stream in July 2020, creative director Alessandro Michele revealed what lies behind the making of a (well-financed) fashion ad. Throughout the course of one day, the campaign features the Gucci design team as models wearing pieces from the Epilogue collection. Two Roman locations, Palazzo Sacchetti and graffiti-covered Campo Boario are add to the eclectic, colorful vintage inspired extravaganza. Shot by Alec Soth and filmed by directors Damiano and Fabio D’Innocenzo. Gucci continues to lead the top tier of fashion brands in creative and innovative use of social media channels. Their growth since Michele took over creative duties is definitive proof of a successful luxury brand today. Bellissimo!