Following a trailblazing digital runway show in April for the brand’s centennial year, Gucci debuts its Aria campaign and it is indeed a feast for the eyes. Centring around the theme of desire and the concept of fetishism, the campaign is as sexy as it gets!
The Savoy, London serves as inspiration for the set of for the fashion film, speaking to the place where it all began for the brand. This is where founder Guccio Gucci got his first job working as a bellboy during his teenage years and observed glamorous and sophisticated guests, which would later become the concept for his own luggage-making venture.
The campaign cast is personally chosen by Alessandro Michele, including the very special guest you see at the beginning of the film – prolific model Kristen McMenamy, known for her androgynous looks and work in the ‘90s. She walks in the hotel wearing a strong-shouldered blazer and skirt ensemble bearing both the Gucci and Balenciaga branding.
Måneskin, the multi-platinum selling Italian band atop global charts with more than 3.2 billion total streams on all the digital platforms also makes a cameo. Take a look at the seductive video below.
Renowned photographers Mert Alas and Marcus Piggott were selected to shoot the images, with creative direction by Alessandro Michele. Additionally, the location is a nod to the music video for Madonna’s ‘I Want You’ – soundtrack to the Gucci Aria campaign – also set in a hotel.