Gucci's HA HA HA Campaign Spotlights Play, Friendship and Passion

by SHOWstudio on 4 November 2022

Gucci's HA HA HA campaign spotlights play, friendship and passion while putting British pop star Harry Styles at the forefront, capturing the moments of human desire for masculine transformation.

Gucci's HA HA HA campaign spotlights play, friendship and passion while putting British pop star Harry Styles at the forefront, capturing the moments of human desire for masculine transformation.

Transpiring from a game between two friends, Gucci HA HA HA prioritises those small oddities many of us have as children but lose with adulthood. This creative device allows sartorial jackets, formal suits, Prince of Wales coats and other pieces to simultaneously play with fashion's important and trivial aspects, highlighted by Mark Borthwick's lens, which helps elaborate on this avant-garde narration.

Gucci HA HA HA

Despite its title being synonymous with the abbreviation many of us use in place of laughter over text, the specially chosen Gucci HA HA HA title instead offers more of a sentimental touch. Representing a collision of Styles and Gucci's creative director Alessandro Michele's initials, the moment of conception began when Michele asked his friend Harry to prepare a 'two-headed collection' which was then presented in June 2022.

'I'm so happy to see this project finally come to life', Styles commented. 'I've known Alessandro for years now, and he's always been one of my favourite people. I'm always inspired watching him work, so doing this collaboration with my friend was very special to me.' In a full circle moment, the artist not only lends the physicality of his face and body to the HA HA HA campaign but also releases his expressive emotionality while taking on all the intrinsic 'meanings' within the collection. Helping embed the narrative of renewal within the collection, the Gucci Bamboo 1947 also offers 'a beacon of the renewal of the masculine world', writes the campaign's press release.

Thanks to Harry Styles, the men's wardrobe is transformed into a platform of freedom of expression; sending out the ever-important message reminding us not to take fashion too seriously.

Gucci HA HA HA

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