Alec Soth was chosen by Creative Director Alessandro Michele to interpret his Epilogue Collection, with a campaign that shifts the gaze and questions the rules, roles and liturgies that have come to define fashion as we know it. Set within two contrasting Roman locations, the grandiose Mannerist Palazzo Sacchetti and the distressed, graffiti-covered Campo Boario area, the pictures bring together the Gucci design team, which worked on the very same collection they are wearing. In an open dialogue between the external decadence and the personal extroversion of these two seemingly irreconcilable spaces, the hectic cast of models captured by Soth’s large format camera becomes a theatrical allegory that reconciles the real and surreal. The project also gave rise to an exceptional 12-hour live show during which it was possible to observe the photographer's work on the brand's site.