admin The reign of the horse girl continues to giddy-up through the high fashion world as Gucci’s Spring/Summer 2020 campaign debuts. Creative Director Alessandro Michele tapped director Yorgos Lanthimos to photograph the campaign, which brought horses and models throughout Los Angeles and to the legendary Chateau Marmont.
For Gucci, extravagant accessories are familiar territory, but creative director Alessandro Michele has bought this season live horses as yet another component of the Italian label’s grand aesthetic. The imagery is inspired by the power of trios, these horses are captured across the city in parking lots, on beaches, and even in airplanes, offering a majestic, yet unorthodox, glimpse at the warm weather range. On pieces like button-ups, trousers and collared jackets, florals, paisley prints and the label’s signature webbed stripe logo are highlighted, providing classy outfits for a range of plainly-normal everyday activities like washing cars and even getting stuck in traffic.
Conceptually, the horses are also symbols of freedom. They align with one of the core tenets of Gucci’s SS20 show, which the brand stated was “all about the power of fashion to break the cage of rules with the self-determination of personal style.” At its essence, the campaign is simply open to interpretation —- like many works in the realms of art and fashion -— and it remains indebted to “the eye and the ways of the beholder.” Needless to say, Gucci did not find a stable or pasture in Los Angeles to shoot the horses in their natural habitat, but rather made them into on-brand hipster socialites for the visuals. They’re taking a dip in the pool with an overdressed model, riding in a vintage sports car and having a tea party in a parking lot.
Magazine 
