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Gucci’s latest advertising campaign uses green pastures and features a series of animals in nature. The Italian luxury house wanted to highlight its support for the protection of wildlife species and their natural habitats. A humanist campaign particularly relevant in these times of isolation.
For its Pre-Fall 2020 campaign, Gucci invited deer, fawns, owls, bluebirds, skunks, squirrels, frogs, hedgehogs, ducks and rabbits to pose with its traditional models.
Atop natural backgrounds, they enjoy the sun, a river, green countryside, lush vegetation, a playground equipped with swings and slides and everything beautiful nature has to offer, while wearing the distinctive designs of the stylist Alessadro Michele.
Directed by long-time Gucci collaborator Alasdair McLellan and photographed by Bruce Gilden, the campaign combines luxurious style with a natural environment to highlight Gucci’s fundamental inspirations in natural ecosystems.
In February, the Italian luxury brand joined Lion’s Share Fund, a non-profit organization run by the United Nations Programme that raises funds to protect endangered species by partnering with global brands and advertisers that use animals in their advertising campaigns. Gucci has committed to donating 0.5% of its paid media spend to the organization every time an animal appears in one of its advertisements.
“Nature and wildlife provide Gucci with inspired creation that is an integral part of our narrative through our collections and campaigns. With the increasing threats to the planet’s biodiversity, groundbreaking initiatives like the Lion’s Share Fund have the potential to be transformative by organically connecting the business community with direct action to protect our natural habitats and most threatened species”, said Gucci President and CEO Marco Bizzarri at the time.
In announcing the alignment of the pre-fall 2020 campaign with The Lion’s Share Fund organization, CEO Marco Bizzarri is making “an important addition to Gucci’s conservation strategy“.
The Florentine house indeed described the campaign as “an ode to newfound innocence, a return to the world of children, a call for a true commitment to nature and, with it, to life“, a theme that Alessandro Michele had already developed for the Autumn 2020 men’s range presented last January.
With this latest campaign, Gucci intends to raise awareness of animal conservation, biodiversity and climate change and to bring mankind back into harmony with his natural environment. A worthy initiative in these troubled times of global health crisis.
Read also > Covid-19: Gucci says to reopen prototype activities at italian site
Featured Photo : © Gucci
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