these are the virunga volcanos, home to most of the world's mountain gorillas. dian fossey aptly called them gorillas in the mist. but when the mist lifts, they are gorillas in the sun, doing what mountain gorillas do -- eat, rest, eat some more, and snuggle. >> when you look in the eyes of a gorilla, you see a kindred spirit looking back at you. deep springs college is an oasis of green set amid a no man's land of sagebrush and

endless sky. >> putting like philosophy and love into two orders. >> here, students from around the world labor in the classroom and on the ground. where there is no football field, but there is an alfalfa field. and the syllabus includes philosophy, calculus, and pre-dawn cow milking. it's about things that shine, and it's about the things, you know, that scream. >> some of the clothes really scream, right? >> sometimes. >> the voice of gucci's creative director is a little out of tune by design. some of his looks seem ripped from the back of grandmother's couch. others from a reno cabaret. we went inside the opulent house of gucci to ask why. i'm lesley stahl. >> i'm bill whitaker. >> i'm anderson cooper. >> i'm sharyn alfonsi. >> i'm jon wertheim.

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act fast ask if an oral treatment is right for you. covid-19 moves fast and now you can too. with close to a million species now threatened with extinction, it's not often you hear about a conservation success story. but as we first reported in november, the mountain gorillas of the east african nation of rwanda are just that.

when american naturalist dian fossey moved to rwanda half a century ago to study mountain gorillas, their numbers were dwindling, down to just 254 individuals. but today, they're up to over 600 with another 400 in neighboring uganda. the only great ape whose numbers are actually on the rise. how they've done it? a joint effort by scientists and government to save gorillas and help the human communities around them with a key role played by tourists. these are the virunga volcanos, home to most of the world's mountain gorillas. dian fossey aptly called them gorillas in the mist. but when the mist lifts, they are gorillas in the sun, doing what mountain gorillas do --

eat, rest, eat some more, and snuggle. >> when you look in the eyes of a gorilla, you see a kindred spirit looking back at you. they are so much like us. they have friends. they have enemies. they love to play. they love to eat. they love to nap. they are incredible moms and incredible dads. >> so we're going to pull this one out. >> reporter: primatologist tara stoinski heads the dian fossey gorilla fund, a nonprofit research and conservation organization that grew out of fossey's work. how many years did she live up here alone? >> she was in the forest for 18 years. >> reporter: fossey was sent to rwanda in 1967 by famed anthropologist louis leakey, who had also sent jane goodall to tanzania to study chimps. >> the people in the region, they gave her a nickname which meant "woman that lives alone in the forest."

i'm sure they wondered, like, what was she doing up there? >> strange woman living up -- >> strange woman. very tall. she was 6 foot. this is actually from 1969. >> what she was doing was observing gorillas for hours a day. >> what she would do each night is come back and type up all of her notes. >> "there was some soft pig grunting heard from the silverback and gases released." and this just goes on and on and on. fossey's research and her appearances in "national geographic" helped change the perception of gorillas from aggressive, king kong brutes to the gentle vegetarian giants they actually are. but gorillas back then were under assault. why were there poachers? why were people interested? >> well, at the time, people unfortunately wanted parts of gorillas as trophies. so they wanted a gorilla head for their mantlepiece or a

gorilla hand. >> the gorillas' habitat was also being eaten away as thousands of acres of forest were cut down so farmers could plant cash crops up the mountainside. the demarcation line between farmland and forest stands out like a bad haircut, showing how little land gorillas have left. we cut down their homes. >> i mean, unfortunately that's the story for wildlife around the world. >> but here that story is getting a rewrite, and the new version starts at volcanoes ntional park headquarters every morning, where tourists gather to trek to see gorillas led by expert guides. >> they can live up to 45 years. >> the rwandan government regulates the visits. no more than eight people per group for just one hour with the gorillas with precautions taken to protect them from human illness. the price tag is steep, $1,500

per person, turning rwanda, a country known for its horrific 1994 genocide, not so much for its beautiful scenery, into a prime destination for the wealthy. some of the most luxurious hotels in the world have opened here, generating tens of millions in tourism revenue. other countries have diamonds, oil. would you say that gorillas are the most important natural resource of this whole country? >> definitely, definitely. >> definitely? >> yeah, it's one of, if not the top source of foreign revenue is tourism to see the gorillas. >> for the whole country? >> for the whole country. >> the government gives 10% of the money from those gorilla treks to districts that border national parks in a program called "tourism revenue sharing." >> and you see this school behind, that was before. >> chief park warden prosper uwingeli met us at a local primary school. behind him was the old school. behind me -- >> look at the windows.

>> -- new classrooms paid for by tourism revenue-sharing funds. it costs $1,500 to go see the gorillas for 1 hour. >> for one hour. special experience. >> he admits it's a lot but says it's made a tremendous difference in his meetings with local leaders. >> we go there, and we listen what communities want the revenue sharing to support. >> they decide? >> yeah, they decide. >> this village built a health center. this one, new housing with water tanks and electricity. here, a new marketplace. the 10% gives communities up to 650,000 u.s. dollars a year. >> good morning. >> uwingeli divides his time between greeting tourists, managing his rangers, and traveling around these villages, talking, cajoling, and celebrating what tourism revenue has achieved. [ applause ]

a few years back, this community chose to get milking cows, which have since had calves, so the cows are being given to new needy families. and those colorful striped sweaters, they're a product of tourism revenue-sharing, too. one year, this community used its funds to buy knitting machines. a lot of guides, porters come from these communities. >> from these communities. and some of them are former poachers themselves. >> no. >> yeah. >> some of the porters and guides were poachers? >> or come from poacher families. >> so has all poaching of gorillas stopped? >> yes, in rwanda, confidently, yes. >> but gorillas can still get caught in snares set for smaller animals like antelopes. so the fossey fund dispatches a small army of trackers every morning, 365 days a year. >> we go out into the forest. we know every gorilla and all of the families that we monitor. we check and make sure every one of them is okay.

if one looks ill, we'll notify the veterinarians. we call this extreme conservation. >> it could also be called an extreme workout. >> oh, boy. >> we set off on a gorilla trek with a stoinski, uwingeli, and a team of porters. visiting mountain gorillas is no walk in the park. it's an uphill hike for more than an hour at an altitude of 8,000 feet through that farmland that once belonged to the gorillas. >> can we stop here? >> just to get to the park. >> are you out of breath? >> yes. or is it just me? >> then, just as we reached the park border -- >> oh, my goodness gracious. i can't believe it. >> a silverback used to seeing tourists sat calmly eating. >> he's right here. >> come, come. >> unfazed by our gawking and pointing. uwingeli told us he's an adult male named lisanga.

fossey fund country director felix indigimana taught us how to signal that "we come in peace." >> that's very good. >> inside the park, after more climbing -- >> look. oh, look at the baby. oh, my goodness. >> -- we found the rest of lisanga's group. uwingeli told us the dominant silverback was heading higher up the mountain, so the whole group was following. and so were we. in a sign of the population's health, this group has five infants and several juveniles. >> oh, my goodness. >> they're having a ball. >> that's serious. >> they're having a ball. >> she told us they play for fun and to practice fighting. or perhaps just to show us who's boss.

near us in the forest, it sounded like a silverback photo shoot was going on. but fossey fund research assistant nadia wasn't snapping ordinary pictures. she was using a technique called photogrammetry to get better measurements of gorillas' size by beaming lasers onto the gorilla's body and head, which it doesn't feel. >> oh, i see it. >> back at the office, she uses the dots to make precise calculations of their size. science remains the heart of the fossey fund's mission. they have the largest collection anywhere of gorilla skeletons, where scientists from around the world come to do research. >> just sort of taking pieces out and pulling it like that. >> and a gorilla poop lab. >> you gather their poop? >> it's like a treasure trove of information for us.

>> to study stress hormones and do dna and paternity testing. but she says they're running out of space. so they're constructing a new, multi-building green campus with initial funding from ellen degeneres. the campus will celebrate the progress made in saving mountain gorillas with plenty of space for researchers, exhibits for tourists and people from local communities, and views of the volcanos. >> and you can see the mist. >> it really rolls in. >> the building process itself reinforces the fund's motto, helping people save gorillas. it's employing 1,500 local workers, more than 20% of them women. one exhibit on display here will teach visitors to speak like a gorilla. >> we can play it. you can hear. >> welcome to gorilla town. we're happy you want to learn to speak like a gorilla. >> it plays gorilla vocalizations somewhat comparable to human ones.

yes, gorillas laugh. >> isn't that great? so the idea is that you have to try and mimic it. >> that's impossible. >> she gave me one she said was simple. >> so this is the pig grunt. >> what does it mean? >> it's kind of like a mild warning. the sort of human version is uh-u-uh. >> you are on thin ice. >> you want to try it with me recording and see? >> uh-uh-uh. try again. i did such a bad job. >> it's hard! >> so fun. >> isn't it fun, though? >> she wants school kids to come and be inspired to solve the next set of problems, increasing numbers of gorillas inhabiting a fixed amount of space. >> as the population has increased but the habitat hasn't, it is putting more pressure on the gorillas. so the government is looking to try to expand the park so that

there will be spa so that that population can continue to grow. >> there are plans to expand the park by 23% and relocate communities to what the government calls model villages like this one, with electricity and brand-new schools, trying to make park expansion another win/win for gorillas and their human neighbors. >> it's a success story. >> it is a success story definitely, but we say it's a fragile success because there are so few of them left and there are still so many threats. >> but for now, the news is good. last year, 33 new baby gorillas were born here. >> wow, i mean, you can't have enough of telling those stories of gorillas. one look at the moms carrying the babies. >> do you know that when you talk about gorillas, your face completely lights up? >> i know about it. but much of the smile comes from what they are helping us to achieve. that's really the best way we can serve the next generation of

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ah, college. lazy afternoons on the quad, parties, homecoming games, and too often, crippling student debt. tonight we'll take you to a school that has none of those.

in terms of class size, it's one of the smallest colleges in the country. in terms of landmass, one of the largest. for two years, around 26 of the world's brightest come to california to live in seclusion, govern their own affairs, and submit to rigorous coursework and hard labor on a working ranch. as we first reported last fall, it's an experiment in education designed to forge the leaders of tomorrow, dreamt up by an eccentric industrialist a century ago. think your school was rigorous? think your school had its quirks? join us on a visit to deep springs. in the shadow of eastern california's high sierra, hemmed by twisting mountain passes, deep springs college is an oasis of green set amid a no man's land of sagebrush and endless sky. >> putting like philosophy and love into two orders. >> here, students from around the world labor in the classroom and on the ground.

where there is no football field, but there is an alfalfa field. and the syllabus includes philosophy, calculus, and pre-dawn cow milking. student farmers grow the produce that student cooks prepare. there are student mail carriers, student mechanics, and student ranchers who drive some 300 head of cattle across a valley almost twice the size of manhattan. had you ever ridden a horse before you came here? >> like a pony ride once or twice. >> when we visited, ziani was one of two students assigned to work as a deep springs cowboy. >> step on up there a little bit, ziani. >> up? >> there you go. >> you could have gone to a school with concerts and parties and football games. do you ever feel like you're missing out? >> no, not at all. i feel like never again in my life am i going to have an

opportunity to live in a place like this. >> like everybody here, ziani was an academic all-star in high school. people back home in east l.a. found her choice of college mystifying. what did your friends say when you told them where you were going to school? >> oh, they thought i was so stupid. >> what did they think you should have done? >> taken a four-year scholarship to a real school. >> was that an option? >> yeah. >> can i ask what school? >> berkeley. >> you had a four-year scholarship lined up to berkeley. >> yeah. >> you said, i'm going to come to the desert and be a cowhand. >> yeah. >> what is this feeding in you? what are you getting out of this? >> base level fun. it's a lot of fun to ride a horse and chase a cow. i think you also do genuinely learn life skills from that. i think you can't quit when the work gets hard, you know? >> deep springs was built on a kind of formula. take a handful of the best and brightest, put them in the middle of nowhere, add rigorous

academics, labor, and autonomy, and you'll get future leaders. ♪ it's not for everyone. a particular type of person finds all this appealing. content practicing brahms and baling hay. casual, brainy, indifferent to sleep. what else typifies a deep springs student? >> we're typically pretty awkward. in the real world, we're definitely not the cool kids. what else? we're not delicate people. >> they can't be. students are required to perform at least 20 hours of labor a week on top of a full college course load. >> then we're going to grab these other picks. >> alice owen took us through her routine maintaining irrigation lines. as we quickly learned, summer camp this ain't. >> yeah! >> this is significant, hard,

potentially dangerous labor. when people make mistakes inevitably, what is the consequence of that? >> if i can't grow a field of alfalfa, then the cows will not have anything to eat. if you can't get dinner ready od or they're unfixable, and then you just have to take the weight of, well, i messed up really big. >> it seems sometimes today that colleges do everything they can to shield kids from discomfort, from hardship. that doesn't seem to be the philosophy here. >> no. it absolutely isn't. >> that's padraic macleish, a student 20 years ago, who was so entranced by the place, he came back to work here. when we met him, he was director of operations. >> if you want to finish the job before dinner, you need to put some hustle in and work a little bit harder. >> why? what's the reasoning behind this? >> what we're doing is trying to prepare them to live lives of service. when they see a problem, when they see something that needs to

be done, you shouldn't go looking over your shoulder for somebody else to do that. >> there's a self-reliance you get here. >> exactly. i hope so anyway. >> padraic was part of a motley crew of more than a dozen faculty and staff. the salary is modest compared to other schools, but food and housing are included, and many live here with their families. some come armed with phds, others with high school diplomas. >> hit the nail. don't hit anything else. all right. good job. >> kim gibson showed up here with his guitar six years ago after running cattle from montana to texas. >> these are some of the smartest kids in the country. can you tell that when you're out here on the ranch? >> sometimes no. >> switch your hands. one hand or the other. >> as ranch manager, he fulfills a variety of roles, among them, cowboy coach. >> there you go! keep it up. >> these kids could go to college almost anywhere in the

country. why would you do this? >> one thing they have in common is that they're searching for something different and unique, and they're really searching for a deeper meaning of life. >> it's a two-year school after which students usually transfer to finish their degrees at the most selective universities. alumni include diplomats, pulitzer prize winners, and famed physicists. >> one of the classic things that happens to students when they come here is they've been the best wherever they were. and suddenly they're with 15 other people who have also been the best. and i think that's a hard moment for students. >> that seems sort of more companionable. >> when we met here, sarah stickney was deep springs dean. >> i can't imagine they're easy to teach. >> oh, my gosh, they're magnificent to teach. they're much better than easy, you know? they have high standards, and they want a lot of attention but not in a needy way.

more like their own voraciousness and interest. >> like everyone else, stickney wasn't just teaching these students. she was part of their lives and lived just steps away, not that there are many options out here. it's hard to exaggerate the remoteness of this place, but here's one indication. for years, the nearest drop point for students arriving by bus was about 50 miles away on the other side of the nevada state line in front of a brothel. ths extreme isolation formed one of the core principles for the school's founder, l.l. nunn, an eccentric electricity and mining baron who believed the desert held spiritual qualities and lacked the distractions and seductions of the real world. he bought an old ranch down in this valley, and in 1917, christened deep springs college. nunn, whose presence here is still ubiquitous, put up money for the school but specified the student body should be all male.

it took a century, but four years ago, deep springs finally went coed. and today, men, women, everyone gets access to the free education at deep springs. that's right. all the students here get a full ride. >> i don't think you can learn about this until you're here and you're doing it. >> among her many duties, president sue darlington raises money from alumni needed to keep this experiment going. does this place work if you charge tuition? >> no. >> why not? >> the students are not consumers. therefore, they are not turning around and saying, i have the right to this because i've paid for this. everybody is getting the same deal, and that levels a certain kind of playing field. >> the trade-off, while other schools offer five-star amenities, here the trappings are, well, spare. >> a lot of colleges and universities pride themselves on their facilities and the high

tech and gym. you're laughing before i even finish the question. >> yep. >> that description does not apply here. >> does not apply here. >> describe the decor. >> it's worn by the sand, the wind, the people. so we prioritize that everything works and that the students also take some of the responsibility for the upkeep. >> order. >> and they take responsibility for running the school. >> i don't want to vote for something that is going to extend that power over my free time. >> some rules are firm. students at the deep springs can't drink or, except in rare circumstances, leave this valley during the semester. but just about everything else comes up for exhaustive debate, then a vote in weekly student meetings that can make the u.s. senate look efficient. >> when we pass things and then we don't do them, it's super depressing. >> i don't see that as community building. >> we spend our friday nights having student body meetings. >> this is an opportunity to -- >> and we really do govern ourselves, and that can be tense. >> i just see that as kind of an imposing -- >> but ultimately it can be a

really exciting space because the conversations that go on there are ones that have really high stakes for us. >> all those wishing to hear this amendment -- >> students vote on matters essential and not. dormitory decor. >> a camera pointed at my face in my room? >> and whether to allow "60 minutes" on campus. >> the selective of citizens. >> also, which courses are offered and what professors they want to hire. >> there's no way of understanding political society without marx. >> and they sift through the 200 to 300 applications every year to pick the dozen or so student class. handing over power and authority to 18 and 19-year-old kids could lead to "animal house." it could lead to "lord of the flies." that doesn't seem to have happened here. >> yeah. >> why? >> why do we imagine that giving people who are becoming adults authority and power in their own lives -- why do we imagine that's a bad thing? >> the knee-jerk answer would be life experience. and the response here might be

life experience, i'm out here with an irrigation contraption. >> exactly. >> what's your life experience? >> exactly. >> but from time to time, the adults have to step in. when covid first hit the u.s., some students wanted the school to continue as usual in spite of california's lockdown. administrators intervened. padraic macleish among them. difficult conversation? >> it wasn't an easy one, but it was an important. defining the limits of self-governance. are part of tal springs. >> and speaking of experiences not offered at state u., ziani was preparing for an adventure, driving cattle on horseback up a remote mountaintop for summer grazing. >> we were going to chase them up. we'll keep them where they need to be. we'll work long hours. we'll read sometimes. >> it fell to tim gibson to get

her ready for that journey. >> we talked to ziani. she'd never been on a horse barely before she got here. >> from east l.a. >> how did you swing that one? >> she has a lot of try, a lot of determination. she has a lot of desire, and that's what it takes. >> when these kids go off to harvard and yale, what can they bring with them learned on the ranch? >> worth ethic, diligence, responsibility. >> skills that will transfer when the students transfer, as well. ♪ taught as they are by socrates, shakespeare, and singing cowboys. ♪ i'll fly away ♪ >> relax! ♪ when i die hallelujah bye and bye i'll fly away noets ♪

-well, i'm not 100% sold yet. -okay, have you considered -- it's fine, flo. she's not interested. i get it. not everyone wants to save money. -what's she doing? -i don't know. renters and homeowners can bundle and save. for what? a trip to bora bora? bora boring. okay, you know what? i'm in. she's all yours. want some tacos? -eh, i'm not really in the mood. -yeah, you're right. so messy, all the napkins, those different toppings. -actually, i'm in. -yeah, you are.

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tax online sports betting and protect tribal sovereignty and help californians that are hurting the most. you don't need to speak much italian to know the word "gucci." for a hundred years, the brand with its double-g logo has been synonymous with opulence, understated luxury, and over the top prices. tonight we're going to introduce you to alessandro michel, gucci's creative director. in the seven years since he took the job, he's blown the doors off the legendary physician fashion house. as we first reported last december, michel has swapped out gucci's signature sophistication for something he calls beautiful strangeness and tripled sales in the process.

for one night last november, gucci cleared hollywood's walk of fame of tourists and transients and replaced them with a spectacle that suits what gucci has become. ♪ a product of alessandro michel's imagination, in which too much is never enough. >> it's about things that shine, and it's about things, you know, that scream. >> some of the clothes really scream, right? >> sometimes. >> i don't feel like you could be a shy person and pull some of those looks off. >> i think that fashion is to let the people hear your voice in a way, you know. >> michel's voice is a little out of tune by design. some of his looks seem ripped from the back of grandmother's couch, others from the dressing room of a reno cabaret. is it androgyny-chic or crusader couture? it's impossible to define.

in the weeks leading up to the hollywood show, we watched michel fussing over the finishing touches, adding the perfect bag, coat, or this, some kind of ski mask for a cyclops. when we were watching you with the models, you would say bella if you liked something. if you were really happy, you said stupendo. what's the difference? how do you get from bella to stupendo? >> bella is that it's working. stupendo, it means that it's mesmerizing you. it's something that looks fabulous, you know. >> do you feel it? >> you feel it. we feel it both, you know? not just me. the model and the people, it's mysterious, but when you got the look, you got it. >> and if you don't have it? >> you must change in a very quick way. >> but alessandro michel's inspiration comes slowly, usually on a daily stroll through his neighborhood in rome.

italians call it the passeggiata, and it's as much about seeing as being seen. >> it's always like this. i walk in the same place for, you know, a million times, and every time i find something that i didn't notice before. >> we went with michel to his favorite place for inspiration, the piazza nivona, a masterpiece of baroque architecture. >> everything is cinematic. look at this. it's like it's hugging you. look at the shape of the church. it's like spectacular. >> he has an encyclopedic knowledge of rome's history and architecture. >> that's really, really special. >> he never tires of its scenery, whether it's the fountains sculpted by bernini or fanny packs and flip-flops worn by passers-by. >> so when you see a tourist walking around with something awful, you're like yes? >> i always take a picture. >> you do? >> i have a lot of picture of crazy people in the street that

i go crazy. i mean, it's really interesting, you know. >> michel walks to work from his apartment in rome to this 600-year-old palazzo. it's believed to have been designed by the renaissance master rafael. the marble hallways lined with rows of gucci garments and accessories is a playground for the 49-year-old. >> some of the people we spoke to here say you're involved in every detail. >> yeah, yeah, a lot. that's a disease, i think. >> he's also a compulsive collector. we spoke in his office, which is filled with ancient art and modern kitsch. and he has four storage units jammed with more stuff. what's the italian word for hoarder or pack rat? >> cumulatore. >> cumulatore. >> it's much better than pack rat. >> i think it's the disease of collectors.

>> he keeps a mental inventory of everything in the studio, from his taxidermy treasures to bowls of buttons. alessandro michel studied costume design and thought he might work in hollywood before he landed at the luxury fashion house fendi, and later, gucci. today his looks start with sketches. then the outfits are sewn. but the gucci magic happens when it gets in front of michel. to us, he seemed as much a puzzle master as a designer. >> i love to be open to the things that make me feel like, oh, my gosh, what is this? and i start to play with these kind of things. i like the ugly things. >> that's right. the fashion designer said he likes ugly things. >> yeah, more strange. >> more strange, we heard him say, as he narrowed his 200 looks to the 115 that made it into the hollywood show. >> we are selling the dream of freedom.

it's like a voice that is saying "if you are like this, you are good. nothing wrong." >> michel's idea of beauty and style is nothing like the gucci that defined luxury for decades. gucci started the company in the 1920s, making high-end luggage. 40 years later, gucci was being worn by princess grace of monaco and jacqueline kennedy onassis. in the years that followed the '90s, the gucci family had sold all its interest, and the brand lost its mojo and market share. that's when gucci's new ceo, marco bizzarri, showed up, the impeccably tailored yin to michel's yang. >> at first glance, it looks like you two don't go together. >> totally. we have the same love for beautiful things.

the way in which we express that can be different. but at the end, this is gucci. >> bizzarri had a full-blown crisis on his hands when he took over in 2015. his top designer quit just weeks before a show. he could have hired anybody, but people inside the house begged him to talk to alessandro michel, who had been with gucci 12 years designing handbags and accessories. >> so i met him in his apartment, and he opened the door, and i mean, he's wearing something i never saw in any shop in gucci. so then i sat down, and i was looking around in the apartment. there was ll these antiques, beautiful colors, beautiful texture, and amazing taste. even the way in which he was serving me the coffee was so elegant. >> i felt myself very free to say everything. >> what did you say? >> oh, i was saying the brand maybe was not at that time so relevant because the brand lost this kind of beautiful strangeness.

>> so i ask him, listen, if i appoint you as a creative director, are you willing to do the show, the main show that was going to happen in five days? >> five days? >> it never happened in fashion history, for a company like ours, this size, in five days. and he said, yes. >> this is what michel whipped up for his first show in less than a week. nobody knew what to make of it. >> when i finished everything and the show was done, i was so tired. and i said, maybe they're going to fire me. >> did you really think that? >> yeah, for a minute. i don't know why because it was so different, you know? >> some people were like, did gucci lose their mind? >> yeah. there were people on instagram writing that everything was kind of horrible. this was not gucci. >> did you lose customers at first? >> i think so, yes. but we got a lot of the new generations.

a lot, a lot. actually, i think the change in aesthetic that alessandro did for gucci brought this new generation into the fashion world, the luxury world. >> bizzarri's bet paid off. gucci's sales tripled in five years. >> who's your customer? is it the movie star, or is it the 19-year-old with their nose pressed against the glass at gucci that you're hoping wears what you put your heart into? >> i was thinking about everybody because fashion is really for everybody. >> but doesn't everybody have to afford it? >> i don't know. yeah, maybe now. >> no one at gucci apologizes for the prices. they follow the luxury brand philosophy, you can charge as much as the buyer is willing to pay. and for gucci, they do, big-time. their wool-lined loafers sell for almost $1,000.

the highest-priced bags, $35,000. gucci makes most of its money from leather goods. they gave us rare permission to go inside a factory outside florence. we saw bags that were handsewn . and hand-painted. gucci says almost all of their products are still made in italy. and watching these artisans at work, you can almost start to make sense of the high prices that make their bags one of the most desired and counterfeited items in the world. >> they say, you know, imitation is the sincerest form of flattery. but when you see some fake gucci gear fly by, you see it all over rome -- >> it's -- it's pretty crazy. i'm still dealing with copies that i see everywhere. i think that means kind of power of the brand. >> but does it upset you? >> no, never, because that means that ou are popular. >> that you're relevant. >> relevant, yeah. it's like in music.

if someone is copying you. >> is it more important to you that gucci is considered fashionable or relevant? >> i would love to say both, but maybe more relevant because i think that relevant means that you are saying something. and fashion must say something now. ♪ >> alessandro michel directed gucci to get his message to younger customers with online films, relentless social media campaigns, and shows that bring cerebral to a whole new level, like this one, where the models are carrying wax replicas of their head. oscar-winning actor jared leto followed suit in this gucci gown at a charity gala. >> i carried the head around, but the thing about the head was everyone wanted to play with my head. >> do you just bring it out to dinner parties or -- >> i mean, i haven't seen it

since that night basically. yeah, it's pretty heavy. big brain in there. >> for an actor, right? >> yeah, it's a very heavy head for an actor. >> today, gucci attracts a brand of celebrity who doesn't want to play it safe. think billie eilish, harry styles, and serena williams. leto promotes gucci and wears it almost exclusively on the red carpet and, of course, when he's gardening with michel. >> he has a great sense of humor. i've worn a counterfeit gucci shirt. >> with him? >> yeah, yeah, yeah. he says, oh, darling, that's fake. i'm like, i know. >> now when you think to gucci, you think you can look beautiful in different ways, you know. that's something that i think very powerful for everybody because in the past, i mean, fashion was just one way. >> the hollywood show, which took six months to create, lasted just 22 minutes. right now, alessandro michel is the most influential designer in fashion, but he'll be the first

to tell you nothing is eternal, except his city, rome. >> you said after that first show, you were worried they were going to fire you. >> yeah. >> are you feeling a little more confident now? >> i love to feel insecure in a way. >> it makes you creative? >> yeah, it makes me feel creative. it's almost like life. it's not forever. that's the most beautiful thing, that nothing's forever. that's why it's precious. why gucci models once carried heads down the runway online. that's the perfect age to see some old friends, explore new worlds, and to start screening for colon cancer. yep. with colon cancer rising in adults under 50, the american cancer society recommends starting to screen earlier, at age 45. i'm cologuard, a noninvasive way to screen at home, on your schedule. and i find 92% of colon cancers. i'm for people 45+ at average risk for colon cancer,

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previously on "big brother," head of household, daniel and >> if you're down with it, i want to be the road rats. >> while six of the women formed a first big alliance of the summer. >> girls' girls. >> but paloma, alissa and amira also created a second alliance with monte, kyle, and michael. >> when someone offers you an alliance, you always say yes. who knows, maybe this could be legit. >> the backstage twist had brittany, paloma and alissa's games in jeopardy. >> we can still go home this week. so i'm just trying to do my best