Gucci Aria Holiday 2021 Ad Campaign

Review of Gucci Aria Holiday 2021 Ad Campaign by Photographer Jang Dukhwa with Talent Kai

Gucci welcomes K-pop superstar Kai as a new global ambassador with a frosty new campaign by photographer Jang Dukhwa for the house’s Aria collection.

The campaign’s imagery captures the singer (a member of K-pop groups Exo and SuperM) in a dreamy and pristine winter wonderland. Glimmering piano music swells as he dramatically catches snowflakes and encounters the collection’s signature motifs, like a jewel-encrusted heart and a white horse.

Gucci has been making a strong push recently to bring in more unique brand ambassadors from around the world, but particularly Korea – the house also recently announced actors Lee Jung-Jae (the endlessly likable and now globally recognizable star of Squid Game) and Shin Min-a. South Korea is an explosive cultural hotbed that only continues to grow, and a huge market as well, so it’s no wonder creative director Alessandro Michele has his ambitious sights set there. We’re sure to see more brands follow suit – many have regional ambassadors who step in for more locally focused campaigns, but the rise of the “global ambassador” is pointing to an exciting future of fashion without borders.

With its surreal and dreamy landscape that feels oh-so-Gucci, this particular campaign is a straightforward yet strong way to welcome a powerful new member to the house’s increasingly impressive roster of stars.