From the stages of the most famous international festivals to the pages of New York Times, up to the new (and prestigious) Gucci campaign. Damiano David, Victoria De Angelis, Ethan Torchio and Thomas Raggi close the most profitable summer ever among the protagonists of Gucci Aria, the new Gucci campaign, portrayed by Mert Alas and Marcus Piggot.
The creative director wanted them Alessandro Michele. The campaign, explains the brand, embodies “the revolutionary and joyful impetus of eros as a creative force of the contemporary imagination “. The idea of taking photos in hotel rooms, in addition to creating a clandestine and seductive atmosphere, “recalls the place where it all began”, namely the Savoy Hotel in London, where a very young Guccio Gucci, founder and stylist of the Florentine brand, had found work as a liftboy, drawing his first inspirations from observing guests.
The Savoy Hotel, in the club version, has already been the set of the Gucci digital fashion show Aria which inaugurated the celebrations for the 100th anniversary of the Maison last April. In addition, the setting of the campaign references the music video of I Want You of Madonna – soundtrack of the Gucci Aria campaign – also set in a hotel.
In addition to a series of models, personally chosen by Michele, and the Måneskin, the Italian band with platinum records collected around the world and topping the global charts with over 3.2 billion total streams, is part of the campaign also the American model Kristen McMenamy, known for redefining the codes of beauty throughout her career.
To underline an aesthetic that connects mind and body, the models read treatises or essays on desire, such as Simulacra and Simulation di Jean Baudrillard, The Work of Art in the Age of its Technical Reproducibility by Walter Benjamin, Bodies that Matter at Judith Butler, Three Contributions to the Theory di Sex di Sigmund Freud e Sexistence by Jean-Luc Nancy. A Red string in fact, it links some of the themes most dear to Alessandro Michele: l’androginia, which emanates “an extraordinary power”; l’eros, “Burning magma that ignites existence”; the body, which is never “an accidental wrapping”, e the clothes which represent «the skin we choose to inhabit».
Credits of the images:
Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographers and Directors: Mert and Marcus
Make up: Diane Kendal
Hair: Paul Hanlon
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