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Gucci Pre-Fall 2020 campaign Alessandro Michele
Photography Alasdair McLellan, Creative Direction Alessandro Michele

Gucci’s new campaign features more extremely cute animals

No sign of Harry Styles and his chickens, however

Alessandro Michele has become renowned for creating dreamlike worlds for Gucci. From his vivid campaigns to his extravaganza-like shows, by way of them collections themselves, the designer has often imagined idyllic realms for his models to inhabit – and now, for his latest campaign, Michele has created his most poignant utopian vision of all. 

For its Pre-Fall 2020 series, the Italian house has taken to the great outdoors (remember those?), where models in 70s-inspired suits, swing dresses, and colourful coats frolic in the grass, play on the swings, and climb trees, all while woodland creatures scamper around them. In this instance, there’s no sign of Harry Styles and his chickens, however.

Captured by Alasdair McLellan and with art direction by Christopher Simmonds, the campaign, entitled ‘So Deer To Me’, is intended to be an “an ode to retrieved innocence, a return to the infant world, a call for real engagement with nature and, with that, life.”

Visualising a world where humans and animals can peacefully coexist, the shoot is a celebration of nature and how we can both embrace it and protect it. Earlier this year, Gucci put this sentiment into action by partnering with The Lion’s Share Fund, a charity which helps vulnerable animals.

So while we can’t go outside just yet, for now, lose yourself in the house’s Pre-Fall 2020 campaign images above and watch the accompanying video below.