Gucci fashion zoo The new Pre-Fall 2020 campaign of the brand is an ode to innocence, woodland animals and nature

Gucci's new advertising campaign is an ode to lost innocence, a call to reconnect with nature and the inner child in each of us. Alasdair McLellan's shots recreate a fairy-tale Arcadia where beauty reigns supreme and where men and women live in harmony between slides and swings, surrounded by animals that resemble those from Snow White's forest: deer, roe deer, owls, birds, skunks, squirrels, frogs, hedgehogs, ducks, rabbits. It is a childish, romantic and powerful visual concept, poised between the classic allegory and the Disney world. 

For Gucci, nature has always played a very important role. Since 2018, the brand has been committed to being carbon neutral throughout its supply chain, while in February 2020 it joined The Lion's Share Fund, an initiative that raises funds to protect endangered species and their natural habitats. Through this partnership, the Maison will donate 0.5% of its media spending to The Lion's Share Fund every time an animal appears in its advertisements, as in the pre-fall 2020 campaign.