When one speaks of their first love they usually mention their parents or their first big crush, but how often does one mention a city? Cities mold us and shape us as much as our parents, family, friends and schools mold us, and like the people we grew up with, cities become deeply ingrained in our DNA. This goes for brands as well.
Golden Goose Deluxe Brand is born-and-raised in Venice and it wears the floating city on its laces and soles. The footwear label recently released its latest campaign, Letter of Love, as a devotion to its home city.
Directed by Luca Finotti, Letter of Love captures the free spirit and energy of young adults in Venice. Carefree youths dance in the city and on glass platforms in the water, get lost in each other in private, and break free from conformity with rebellious energy and reckless abandon. Between shots of Paris Jackson, Roberto Rossellini, Luka Isaac, Jenke Ahmed Tailly, and Emmanuelle Seigner, Finotti shows scenes of Venice, specifically the water, gondolas, bridges, and architecture that the city is famous for.
Letter of Love is a simple brand message for Golden Goose. It is simply, ‘this is who we are and this is what we are about’. Anyone unfamiliar with the 18-year-old footwear label will have a better understanding of what Golden Goose is, what audience the label serves and parts of its DNA like its broken star logo and basketball which is seen quite often in the film.
You have to know where you come from to know where you’re going, and it seems that Golden Goose Deluxe Brand does not have an issue in staying home.
Artist Director | New York Sunshine
Director | Luca Finotti
Diector of Photography | André Turpin
Talent | Paris Jackson, Emmanuelle Seigner, Roberto Rossellini, Jenke Tailly, & Luka Isaac
Location | Venice