Alessandro Michele‘s imagination seems to have no boundaries.
To celebrate the Gucci Beloved lines, the Creative Director of Gucci has subverted one of the most established formats of the Hollywood show-biz scene, the late-night show, with an ironic twist.
From Johnny Carson to Jay Leno, from David Letterman to Conan O’Brien to Jimmy Fallon, the evening talk show has become a classic of American infotainment and pop culture over the years.
For this new campaign, Gucci returns to collaborate with Harmony Korine, photographer and director, screenwriter of one of the most controversial and wonderful films of American independent cinema, Kids.
For Gucci, a group of stars, including actress Awkwafina, actress and director Dakota Johnson, actress Diane Keaton, musician and actor Harry Styles, sportswoman and entrepreneur Serena Williams and actress Sienna Miller meet Beloved show host, actor and host James Corden, on set to talk about their projects, their lives, and – of course – their beloved Gucci Beloved handbags.
“In this campaign we decided to tell the ‘beloved’ concept in an ironic way, inspired by the fact that bags play a major role in my life and in the lives of many other people”, explains Alessandro Michele. “We went back in time, to the era of the original TV talk shows, where the protagonist, the big star, is precisely the bag. Very often such creations bear the name of famous and influential women, who have conditioned the habits and tastes of many. And it is precisely because of their strong personality that, in the fashion world, we have given them such significant names; and here they are now in a show where we played with the idea that there were two stars: the bag and the celebrity in the flesh. A game of cross-references between two great protagonists”.
The bags featured in the campaign are taken from Gucci’s four Beloved lines, a reference to the House’s past and the way it defines its present.
Each was created by Alessandro Michele by weaving the contemporary spirit with Gucci’s archival codes, a union of past and present that tells stories about the future.
Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photography and Direction: Harmony Korine
Make-up: Thomas De Kluyver
Hair: Paul Hanlon