Sunday 22nd September

| BY Dino Bonacic

Ahead of their SS20 Show, Take An Exclusive Look Behind-the-Scenes of Gucci’s Latest Campaign

Consider this your fashion inception. A behind-the-scenes of a campaign that looks behind the scenes. Only Gucci can pull it off. When we wrote about the brand’s AW19 campaign and its heightened sense of nostalgia, we couldn’t help but imagine what the process of such a large-scale project looked like. The multiple sets, an army of models and their encyclopedia-worth of beauty looks created by the joint efforts of Paul Hanlon and Thomas De Kluyver. And of course, all those clothes! There was plenty to imagine – but wonder no more.

Exclusively for 10 Mag – and you know how much we love an exclusive – Gucci shared the behind-the-scenes snaps of the Glen Luchford-shot campaign. The cinematic visual language continues here, furthering the notion of being lost in time and place. Shot around the streets of Paris as well as inside some the city’s many rich interiors, the photographs add a sense of rawness to the highly staged nature of the project. Acting but not really, Alessandro Michele’s muses walk the line of reality and fantasy. Where are they walking to? Well, you’ll have to wait until later today to find out. Gucci are staging their SS20 show in the closing slot of this season’s Milan Fashion Week, and the part is – you can watch it live here at