To celebrate six iconic and beloved handbag designs, Gucci called upon Harmony Korine to direct a campaign film in the style of a late-night Hollywood talk show featuring some very special guests. Coinciding with Gucci's on-going centenary celebrations, and hot off the heels of last week's Aria show featuring icons from Gucci's past, The Beloved Show puts Gucci front and centre of the pop culture mainstay.
The campaign is meditated on the tongue-in-cheek glamour encapsulated by television talk shows, which beam celebrities into the everyday suburban home, giving the average week night a bit more sparkle. Korine, who has shot numerous campaigns for the house, worked with creative director Alessandro Michele to flip the late-night talk show on its head in order to celebrate the Dionysus, Horsebit, GG Marmont and Jackie bags - four of the house's most iconic designs.
Hosted by real-life talk show host James Corden, a plethora of Gucci muses take to the stage. Taking lighthearted aim at the oppurtunity such public appearances offer for brand ambassadors, Gucci's own muses humorously pose and gush over their Gucci handbags. Athlete Serena Williams and the actors Dakota Johnson, Diane Keaton, Sienna Miller and Awkwafina, join a line-up which also includes Gucci's greatest calling card, the heartthrob Harry Styles.
An immersive experience for discovering the handbags will be made available via the ephemeral pop-up stores, Gucci Pins, also featuring in a new game in the Arcade section of the Gucci app.
'We decided to show the concept of "beloved" in an ironic way in the campaign, 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', said Michele in a statement.
From the viral Dionysus and GG Marmont bags, first debuted in the A/W 15 and Pre-Fall '16 collections, to the 1955 Horsebit bag (which nods to Gucci's equestrian DNA), revived for the Cruise 2020 collection, and the Jackie 1961, unveiled in its latest manifestation for A/W 20, the new campaign encapsulates Michele's playful penchant for retro glamour and something completely of the now. The Beloved Show might be make-believe, but the bags are for real.
Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographer & Director: Harmony Korine
Make-up: Thomas De Kluyver
Hair: Paul Hanlon