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In the stunning and groundbreaking new Gucci campaign titled The Gucci Portrait Series, DMCASTING helped shape not just a cast but a living, breathing portrait of individuality, once more perfectly capturing through casting the essence of a brand.
The Gucci Portrait Series aimed to reveal the relationship between person and garment, offering a glimpse through each photo into the personal stories and lives of a diverse and unique collective. DMCASTING assembled a cast of forty-two individuals who each brought their own lived experience, energy, and sense of self to the frame. The result was a campaign that moves far beyond traditional fashion imagery. It was a portrait of humanity, captured through clothing.
With a sharp eye for authenticity, DMCASTING selected individuals who don’t just wear the garments, but live in them. Their ease, posture, and instinctive relationships with what they were wearing transformed clothing into language.
The campaign extended into a series of intimate short films directed by Lisa Rovner, in which cast members responded to open-ended questions. Their reflections—at times tender, at times humorous, but always natural and unforced—allowed each voice and personality to not only pierce through the screen, but furthermore connect with the rest, forming a cohesive, patchworked narrative of human experience.
By centering lived experience and natural charisma, DMCASTING helped shape a campaign that doesn’t tell you who these people are; it lets you feel it. The Gucci Portrait Series is a reminder that fashion becomes most meaningful when it’s grounded in real people.
DM Casting/Piergiorgio is a part of Exposure NY’s casting division. Exposure NY is a photography/styling agency in New York City.
