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he videos that successfully capture the elusive quality of authenticity are the ones that stick with us after two weeks of digital fashion “shows” come to an end. Some recommended practices include the following: process is key, gritty can beat glam, and designers frequently produce better content than models. I believe we can all agree that the era of recording attractive people dancing for the camera and calling it a day is done. Bathroom Set With Gucci White Logo On Authentic Vintage Web Background

Designer Alessandro Michele of Gucci has never been the type to walk the runway back and forth. Models crossed a West Chelsea street to enter the art gallery location at his first resort show for the brand in New York in 2015; it was a public display before it was a thing. Days before the coronavirus crisis near Milan erupted in February of last year, he put on a presentation in the round that was both grand and personal. In hindsight, it appears to be fairly prophetic: Inviting the audience behind the scenes and revealing the activities of the model dressers and hair and makeup artists backstage, Michele was honoring the very things that we’re all sorely lacking in COVID-19 time: cooperation and human interaction

being a member of a responsive crowd. On a WhatsApp video conference earlier this week, Michele remarked, “Fashion is not just what we select to reveal.” “The notion that a campaign is nothing more than paper? No, the show contains another show. The idea behind the 12-hour livestream the company created for the resort, which he’s dubbed “Epilogue,” was to film the advertising campaign and capture that “show within the show.” It was staged at Rome’s magnificent Palazzo Sacchetti from the Renaissance era. It’s less theater this time, Michele clarified. This one is going to be dirtier. In a very Andy Warhol fashion, there are a few cameras; perhaps they are observing nothing of note.

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If I overplan, the experiment won’t succeed. Although not much occurred in the livestream’s lead-up to the narrative segment that served as the collection reveal, a lot was accomplished. Michele did intend for the designers in his studio to walk the runway in the resort ensembles they created, thereby putting the “we” in Gucci. During the WhatsApp conversation, he recalled a moment when he was a budding designer and a piece he was creating was pulled for a shoot or a presentation and he never saw it again. “It seemed like someone was attempting to kidnap your son.” His coworkers were “very delighted” to be in the spotlight; he described it as “something amazing. When it comes to the actual clothing, Michele described it as “a celebration of my point of view, things I’ve done in the past, and items that relate to my style.” Although that aesthetic continues to be unique and eccentric, it is multifaceted. Men’s ready-to-wear designer Min Yu Park is dressed in a floral lace dress, a beaded floral jacket, and a turquoise necklace that matches her Jackie bag. A long, ruffled dress with a filmy flowery motif and clear, light-catching sequins is worn by embroidery designer Alexandra Muller on the runway. Celebrity designer David Ring is wearing an embroidered velvet blazer, a striped tee, branded flares, and sneakers. In the livestream, Alec Soth, the photographer for the Epilogue campaign, succinctly described Michele’s special talent as “bringing discordant things together to bring fresh life to anything.” Michele pondered the pandemic that prompted Gucci to adopt this unique strategy and declared, “It’s a calamity. But it’s not only a catastrophe. It’s a significant sign that something is going wrong and a chance to start over. His shutdown totem was a wild pig he saw roaming the streets of Rome; its presence there signaled a dire need for realignment. Maybe fashion can do it too if nature can?

Michele revealed Gucci’s condensed presentation calendar in May, thus scrapping the company’s previous far-flung destination displays. Even if this may be the company’s final offering, the name “Epilogue” may be misleading. He believes that the lessons from lockdown—such as the significance of his team and the impact of emotion—will stay with him. “It’s not only a means to end, but to express what we’ve accomplished and lay the groundwork for the next chapter. Yes, it might also be a start.

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