Gucci has unveiled a new fashion film to showcase the Gucci Beloved Lines – an editorial campaign that pays homage to four of the Italian brand’s most treasured handbag collections, the GC Marmont, Gucci Horsebit 1955, Jackie 1961 and Dionysus.
Directed by cult artist, photographer and director Harmony Korine, and starring an impressive array of stars including Harry Styles, Sienna Miller, Diane Keaton, Dakota Johnson, Awkwafina, and Serena Williams, the film sees James Corden play host of a fictional Gucci talk show, interviewing his celebrity guests, all of whom carry with them their very own Gucci accessory from the Beloved collection.
“We decided to show the concept of ‘beloved’ in an ironic way in the campaign,” Gucci’s Creative Director, Alessandro Michele says of the creative inspiration behind the clip. “Being inspired by the fact that bags are the protagonists in my life and in the lives of many other people. 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.”
