The brainchild of creative director Alessandro Michele to subvert the late-night televisual format and surprise us with the fashion brand’s own version of the late-night “Hollywood” talk show makes for a glamorous, good-humoured and bright spark in the realm of high fashion.
“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,” explains Michele.
“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.”
Partnering with cult artist, photographer, director Harmony Korine to create a new distinctive campaign, the star-studded outcome leaves not just an indelible impression but with much fashion and fun along the way.
Regular Gucci collaborator and pop superstar Harry Styles, wearing a black Jackie 1961, leads the way in this mish-mash of fashion fantasy and Hollywood celebrity culture.
Actress Dakota Johnson, and frontwoman of the Gucci Bloom fragrance launch campaign, totes along the Dionysus, too gets into fun and frolic with James Corden.
Actress and comedian Awkwafina, acting legend Diane Keaton, professional athlete and businesswoman Serena Williams and actress Sienna Miller round off the madcap adventures with their inimitable Gucci bags in tow.
Click on the names above to watch the respective #GucciBeloved episode.
Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographer & Director: Harmony Korine
Make-up: Thomas De Kluyver
Hair: Paul Hanlon
The handbags featured are part of the four Gucci Beloved Lines, a reference to the House's past and the way it defines its present. Each is designed by Michele with a contemporary approach to archival elements where the motifs and styles, so inherent and distinctly Gucci, become renewed in pieces that are created to be worn again and again, transcending seasons and trends.
Discover more of the bags and in depth here.
“I truly love and adore my handbags. Perhaps they will always be my greatest love, my favourite accessory. It was therefore natural for me to call some of the ones I created ‘Beloved’. The name comes from my own personal experience and my love for them,” says Michele.