Gucci’s latest advertising campaign for Fall/Winter season explores the idea of looking at things from a different point of view. Titled as ‘The Ritual,’ it captured the daily lives of the models in the comfort of their own homes. They are shown knitting, gardening, cleaning, jumping off a bed or skateboarding indoors.

With freshness and authenticity, these hyper-real images depict one’s home as a personal creative laboratory, whose inhabitants are free to have fun and experiment using their imagination: they acted as photographers and storytellers, producers and scenographers.

Creative director Alessandro Michele explained in a statement: ““I decided to let the clothes travel towards the houses of the cast of models – the characters that have embodied my stories for years; individuals I chose precisely, over time, for their uniqueness that usually brings my campaigns to life. I asked them to represent the idea they have of themselves, to go public with it, shaping the poetry that accompanies them. I encouraged them to play, improvising with their life.”