Gucci Presents the Epilogue Campaign, the Final Chapter of an Epic Trilogy

After an enchanting journey that began in with The Ritual, Gucci brings an end to its three-part journey with the Gucci Epilogue campaign.
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2020 truly marks a new era for the house of Gucci, where creative director Alessandro Michele took a bold step to forego the traditional seasonal fashion calendar.

Instead, he chooses to only present his collections twice a year and each will be told in its very own independent chapter.

The latest tale to reach our ears is the Gucci Epilogue campaign - the final tale of an epic trilogy, which started with a 12-hour digital-only live stream and a 20-minute presentation that stars his entire design team as the models.

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And now comes the Epilogue campaign, a visual spectacle (both photos and film) shot by Minneapolis-based photographer Alec Soth and filmed by Roman directors Damiano and Fabio D’Innocenzo.

Captured in two contrasting Roman locations, the grandiose, late-Mannerist Palazzo Sacchetti and the distressed, graffiti-covered Campo Boario area, the Epilogue campaign brings back the Gucci design team as the faces of the campaign to be portrayed under a poetic play of juxtapositions and perspectives.


Swipe gallery below to see our favourite shots of the Epilogue campaign:


And for the film, a special premiere was in order and Alessandro chose to have the Epilogue campaign debut at the pre-show of Billie Eilish’s first live-streamed concert "Where Do We Go? The Livestream".

In the official release, it says that the Epilogue campaign "recounts the story of leaving behind fashion’s old rules, the third part in a series that began with Gucci The Ritual show where he celebrated the ritual of the fashion show, continued with the Ritual campaign, where the models created their own images, and concludes with this new collection, worn by those who designed it."


Watch the campaign film below:

Discover more about the Gucci Epilogue campaign now on


Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographer: Alec Soth
Film Directors: Damiano and Fabio D’Innocenzo
Locations: Palazzo Sacchetti and Campo Boario


Music: ‘Mani Meme’ Pas De Deux
Written by De Nota
Arranged & Produced by Walter Verdin.

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