Gucci creative director Alessandro Michele has unveiled the brand's AW20 campaign, The Ritual, 'exploring the idea of looking at things from a different point of view'.

The ads feature the models becoming the 'authors' of the campaign, inviting the audience to 'witness what goes on behind the scenes', giving a glimpse into their daily lives while modelling the collection from their own homes, 'depicting one’s home as a personal creative laboratory'.