Behind the Scenes at Gucci's Virtual Show

Last week, during Milan’s digital fashion week, Gucci said goodbye to fashion as we once knew it with a resort 2021 collection titled “Epilogue.” Creative director Alessandro Michele, in tune with the changing landscape, said he recognized that “the fashion world has become sort of Woodstock, open to a huge audience.” With this in mind, the brand’s final cruise show featured members of the design team — rather than models — wearing the eccentric, maximalist collection.

“Epilogue” is the closing act in a trilogy of collections that questions the rules, roles, and functions that keep the world of fashion going. It all began with the intimate spectacle of Gucci’s fall 2020 show, at which guests were invited backstage to witness how the show came together. The following campaign was created by the models themselves. Opening the curtain even further for Milan’s digital presentations, Michele invited viewers to witness everything that goes into producing a fashion shoot — security, lighting, cameras, makeup, and models — in a 12-hour livestream.

“[At Gucci], people share the idea that change is essential, interesting, must be practiced,” says Michele in the video. “Epilogue is an end but also a beginning, as it attempts to imagine new ways of expression.” The Cut got an exclusive behind-the-scenes look at the behind-the-scenes-themed shoot. See the images below.