Gucci is enlisting some A-list talent for their latest campaign.
Harry Styles, Dakota Johnson, Serena Williams, Awkwafina, Diane Keaton, Sienna Miller and James Corden joined forces with Gucci’s creative director Alessandro Michele for the new adverts for the luxury brand’s Beloved Lines line.
In new photos and video for Beloved Lines, Gucci’s version of a late-night talk show brings together fashion, talent and designer handbags.
For the new campaign, Gucci partnered with cult artist, photographer, director Harmony Korine.
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— Photo: Harmony Korine
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“We decided to show the concept of ‘beloved’ in an ironic way in the campaign, being inspired by the fact that bags are the protagonists in my life and in the lives of many other people,” Michele explains. “We went back in time to the original TV talk shows, where the protagonist is the bag itself, the big star. Very often these creations are named after influential women who conditioned the habits and customs of many. It is precisely because they have great personalities that in the industry we gave them these powerful names; and now we have them in a show and twisted with the idea that there were two stars: the bag and the actual talent. A game of cross-references between the two great protagonists.”
The Dionysus handbag, GG Marmont, Gucci Horsebit 1955 and the Jackie 1961 were all featured in the campaign.