Gucci's Epilogo: A 12-Hour Livestream Deconstructing Fashion's Backstage

On July 17, 2020, Gucci presented its Epilogo collection via a 12-hour livestream from Palazzo Sacchetti in Rome, directed by Damiano and Fabio D'Innocenzo. The event, part of a trilogy begun in February in Milan, aimed to subvert traditional fashion show dynamics by exposing the behind-the-scenes preparation. Creative director Alessandro Michele described it as an 'investigation into the rules, roles, and functions of fashion,' intended to dismantle hierarchies and shift perspectives. The livestream ran from 8 AM to 8 PM, with a narrative video at 2 PM featuring the collection worn by the style office, accompanied by commentary from Michele, the D'Innocenzo brothers, and photographer Alec Soth. The campaign imagery was shot by Mark Peckmezian, with art direction by Christopher Simmonds. Michele framed Epilogo as both an epilogue and a prelude, a threshold to reimagine the future. The presentation was noted for its conceptual focus on time and its critique of the fashion system's reliance on online formats during the pandemic.