Gucci has turned to Yorgos Lanthimos to direct its spring-summer 2020 advertising campaign
The Oscar nominated writer and director of The Killing of a Sacred Deer, The Lobster and The Favourite has created a new campaign for the Italian super brand, entitled Of Course a Horse.
Shot in Los Angeles, the campaign was the brainchild of Gucci creative director Alessandro Michele. It was then art directed by Christopher Simmonds and directed by Lanthimos.
As you might expect from a director famous for his sense of absurdism, Lanthimos’ interpretation of the human-horse relationship is played with a pretty earnest bat until the surrealism is dialed up in the second half.
The campaign follows horses and their human friends around the city as they ride through traffic, stop for petrol, lounge on the beach, sunbathe, watch TV and horse around in the pool like it’s no big deal. Just people and horses hanging out, being totally chill.
What do the horses represent? Are Michele and Yanthimos suggesting some alternative reality where the human-equine bond is stronger than ever? Is it simply a celebration of the magnificent beasts horses are? Or perhaps they’re just horsing around. It’s unclear.
Gucci themselves issued the following statement in the press release which accompanied the film:
“Horses are a symbol of freedom, and the Spring Summer 2020 Gucci show was all about the power of fashion to break the cage of rules with the self-determination of personal style. Their presence in the picture might just act as a reminder of that.”
Whatever you make of it, it remains a pleasingly surreal watch. You can watch the campaign video here.