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Gucci AW20 campaign The Ritual Alessandro Michele
Creative Direction Alessandro Michele, Art Direction Christopher Simmonds, Photography by the models themselves

The cat in this new Gucci campaign is a big 2020 mood

Honestly same hun

Though it feels like the SS20 campaigns landed in our inboxes approx. eight seconds ago, lo, a whole new season of ads are upon us. Straight out of the gate is Gucci, which today debuts its AW20 imagery – all of which centres around its latest collection, The Ritual.  

With few options open to the label when it came to shooting the campaign (s/o to the coronavirus-induced lockdown for that one), Alessandro Michele opted to send his cast a number of pieces from the new offering, before asking them to photograph themselves. 

The result? A cute, lo-fi look into the not-so-secret life of a Gucci model, which sees them lying aimlessly or sunbathing in the garden, brushing their teeth, pottering around their bedroom, and tackling mundane but necessary household chores like mopping the floor, all while dressed in head-to-toe designs by the Italian label (duh!)  

Also making an appearance are a bunch of the models’ pets, with one standing out specifically. Appearing next to its Gucci-clad owner on a black leather desk chair is a British Shorthair cat, whose expression can only be described as an absolute mood. Fixing the camera with its amber stare, with a haunted look etched across its face, truly this is a feline that has seen some things – and honestly, we feel you hun.

View the full campaign in the gallery above and check out the accompanying film below.