Gucci

Cruise 2020 Campaign by Harmony Korine


Alessandro Michele and the team at Gucci continue to invest in the emotions of gatherings in the house’s latest Cruise 2020 campaign featuring Sienna Miller, Iggy Pop, Benedetta Barzini, and newcomer to the brand, Gucci Mane.

Hosted at The Villa La Furibonda in Rome, the story features an unexpected yet satisfying guestlist joining the American rapper. Lensed and directed by Spring Breakers director Harmony Korine, the campaign brings about a feeling of inclusivity as we see a diverse group of individuals from butlers and chefs to the guests themselves, preparing for the ultimate Gucci get-together.

The casting of Gucci Mane is a stroke of genius allowing the house to take ownership of ‘Gucci’ as a double entendre within YouTube’s search engine. It is the best ‘if you can’t beat them, join them’ move from a fashion house we’ve seen in quite a while.

While Gucci’s guest list arrives in-style to the extravagant house party by helicopter and limousine – you see a classic, 70’s-inspired theme embodied within the prints and tones of the collection that brilliantly transports “retro” into modern day. Entitled #ComeAsYouAre_RSVP, the campaign allows its featured guests to let loose with a wild night of drinking and mingling. A champagne-filled night surrounded by picturesque decorations, a jacuzzi, giant pool, and live entertainment by none other than Gucci Mane on the piano.

Mane, as it turns out, is the ‘life-of-the-party,’ and we are delighted to see the entertainer join the eccentric cast which continues to fuel Gucci’s ‘outsider are the real insiders’ vibe. Overall it is another successful piece by long-time Gucci creative collaborator, art director Christopher Simmonds. The addition of Korine gives the house another look, grounded in reality, rather than the hyper-glamorous feel of Gucci’s traditional lensman, photographer Glen Luchford. The Impression prefers the later overall, but likes the mix of the two. Which is not unlike the key ingredient of a great party, the right guest list.

Gucci Creative Director | Alessandro Michele
Agency | Simmonds ltd.
Creative Director | Christopher Simmonds
Photographer/Director | Harmony Korine
Talent | Sienna Miller, Gucci Mane, Iggy Pop, Benedetta Barzini, Orlando Miani, Angelo Bucarelli, & Marisela Federici
Hair | Paul Hanlon
Makeup | Thomas De Kluyver
Location | Villa La Furibonda
Music | CHASE G. Moroder © 1978 Giorgio Moroder Publishing/Courtesy of Warner Chappell Music Italiana S.r.l. (P) 1978 The Island Def Jam Music Group/ Universal Music Italia Srl