Advertising campaign FW20

She is here, she is GUM.

The atmosphere of the FW20 campaign created by Heads for GUM Design is reference-free. It is suspended and mysterious like the protagonist, eternalized by Luca Manfredi's lenses. Each shot crystallizes a woman and her bag into a still image. A transparent wall reveals but at the same time hides and transforms into sculptural but charming movements and gestures. Who is the real protagonist between?

The claim is a game of references to presences on the scene, but the answer is clear. She is here, she is GUM.