The journey in the elegance of Alessandro Michele continues in completely unexpected ways.
“Life of a Rock Star” is the title of Gucci Tailoring’s new campaign starring A$AP Rocky, Tyler, The Creator and Iggy Pop.
Shot by Harmony Korine, screenwriter and director of cult films such as Kids and Gummo, the images and video of the campaign are set in a beautiful mansion of the last century in Los Angeles, surrounded by the lush green hills of the City of Angels.
In the video you see A$AP Rocky and Tyler, the Creator arriving in a heavy old ocher Rolls-Roys in what appears to be Iggy Pop’s house waiting for them while he is with his parrot Biggy Pop, a beautiful specimen of blue hyacinth macaw.
The three begin to dance to the music that is the soundtrack to the video, Supernature, a 1977 piece by the French musician and producer, Cerrone.
The three wear Gucci’s new tailoring creations: Iggy Pop is initially wrapped in a cheeky leopard print suit with a waist belt that tightens the double-breasted jacket. Later we see him in a gorgeous blue three-piece suit with a white striped shirt, burgundy tie and ankle boots; Tyler wears red corduroy pants paired with a blue striped shirt, a green sleeveless cardigan featuring a gold “GG” pattern, a blue, white and burgundy striped tie and a pair of moccasins; A$AP Rocky instead wears a brown coat completely logoed by the double “GG” pattern, a white shirt with gray vest and jacket, a light blue denim and a small yellow shoulder bag.
In the photos taken by Korine we have the chance to take a look at other looks like a very elegant black tuxedo worn by A$AP Rocky and a green double-breasted suit with white shirt and ocher tie by Tyler.
About the campaign Alessandro Michele said: “The result is a group campaign with three men who I believe had fun too. There is always this image of eccentricity, because they are in fact eccentric themselves. A certain type of fun is also portrayed and the idea of how one’s obsession with appearances can create a kind of common ground that can become a sort of brotherhood. It was beautiful to see these three men together, seemingly different but very similar. This is another chapter of this journey. With these campaigns, I am working on different ways of being elegant, and these three men embody this idea perfectly. I like to tell the story of elegance in completely arbitrary and unexpected ways. Perhaps elegance is something in the air that sometimes you are not even ready for. Male elegance can be unpredictable and strange”.
The aesthetic of the Gucci Tailoring campaign in its totality winks at the end of the 1970s: the warmth of the shots, the photography, the setting, the colors, the soundtrack, everything brings us back to those years.
In Korine’s video you can also glimpse elements typical of another cult director, David Lynch, whom The Guardian called “the most important director of this era”. The choice of music, the dance, some shots and sequences seem to have come out of the mind and the camera of the Honorary Academy Award winner in 2010.
The details of the arrival of the collection in the boutique are not yet known, but it is likely to happen by the end of 2020.
CREDITS
CREATIVE DIRECTOR: Alessandro Michele
Art Director: Christopher Simmonds
Photography/Direction: Harmony Korine
Hair stylist: Paul Hanlon
Make-up: Thomas De Kluyver
Artists: A$AP Rocky; Iggy Pop; Tyler, The Creator
MUSICAL CREDITS “Supernature”
Performed by Cerrone
Authors: Marc Cerrone, Lili Marlene Premilovich, Alain Wisniak
Publisher: Kobalt Songs Music Publishing, Because Editions /Concord Music Publishing
Courtesy of Malligator Préférence under license of Because Music
