#GucciPrêtÀPorter is Gucci's new FW19 advertising campaign

Alessandro Michele's culture and creativity seem to have no limits. For its FW19 advertising campaign, Gucci's creative director once again looks back to the past, taking us to the roots of the history of ready-to-wear fashion and its most vivid years (the 50's, 60's, 70's and 80's), when ready-to-wear made headlines, it was the protagonist and the sensational titles on the covers were dedicated to "a must-have hemline, a seasonal colour, a fabric". 

Glen Luchford's shots with their deliberately old-fashioned copywriting show us the work in progress of a garment: its creation on a drawing board, the construction by the seamstresses, then in the ateliers, the fittings, the tests, the correction of defects, up to the fashion show and the spread on the magazines of the industry. 

It is a story made of objects, an evolution from the immaterial to the material that highlights the savoir-faire of the Florentine brand. The clothes are once again the absolute protagonists and are told by themselves, with a dynamic visual language that Vogue fashion critic Anders Christian Madsen has compared to the “non-stop, ever-accumulating regurgitation of information and impressions we experience every day and every second on social media.”