Gucci just dropped its SS20 campaign, and it’s bizarrely filled with horses. Granted, Gucci’s aesthetic is entrenched in equine culture - think horsebit-detailed loafers, bags, belts etc, but the spring/summer 2020 surrealist campaign goes a step further by employing horses as pets and props. The Favourite director, Yorgos Lanthimos - who shot the campaign - alludes to his 2015 film, The Lobster. For those who have not seen the Oscar-nominated dystopian drama: single men and women are forced to be transformed into their favourite animal. Are we to believe that some of the horses in the Gucci campaign, may in fact just be people?
In this new Gucci world, that plays on the absurd, horses can do everyday things and go to everyday places. Ponies swim in pools, ponies get on planes. Shetlands walk alongside us humans on the street. They even go to the carwash and have a spot of lunch at Chateau Marmont.
According to the fashion house, the "horse is a symbol of freedom", and reflects the SS20 new collection, which was "all about the power of fashion to break the cage of rules with the self-determination of personal style." Since creative director Alessandro Michele’s tenure began in 2015, he has taken us on retro-futuristic journeys, from Disneyland to outer space. Next up? Gucci's mane attraction.
Creative Director: Alessandro Michele
ART DIRECTOR: Christopher Simmonds
PHOTOGRAPHER/DIRECTOR: Yorgos Lanthimos
HAIR STYLIST: Paul Hanlon
MAKE UP: Thomas De Kluyver
LOCATION: Los Angeles / Chateau Marmont