Gucci is sort of a century-old logo and for an atelier with as lengthy and storied a historical past of style innovation as Gucci, the maison has in reality handiest invigorated us “go well with snobs” two times on the subject of tailoring. The first was once underneath the reign of Tom Ford and the second one, most likely maximum creatively flourishing generation, underneath present males’s inventive director Alessandro Michele.
“This is any other bankruptcy of this adventure. With those campaigns, I’m running on other ways of being chic, and those 3 males embrace this concept completely. I really like to inform the tale of class in totally arbitrary and sudden tactics. Perhaps class is one thing within the air that occasionally you aren’t even in a position for. Male class can also be unpredictable and abnormal.” – Alessandro Michele
Undeniably, Michele has energised the logo with an aptitude of dramatism and retro-tastic ‘geek elegant’ amping up the theatrical through leaning at the likes of Harry Styles, famend English Singer, songwriter, and synonym for boy band One Direction, as frontman for Gucci’s tailoring marketing campaign in 2018. It’s laborious sufficient to embody dandyism as a immediately male with a slightly subtle sartorial palette however Gucci tailoring makes it simple; particularly on the subject of Gucci’s newest tailoring marketing campaign – it’s males’s suiting, however no longer the only your grandfather recollects.
“The result’s a bunch marketing campaign with 3 males who I imagine had a good time too. There is at all times this symbol of eccentricity, as a result of they’re if truth be told eccentric themselves. A undeniable form of amusing could also be portrayed and the theory of the way one’s obsession with appearances can create a type of commonplace floor that may change into a kind of brotherhood. It was once gorgeous to peer those 3 males in combination, apparently other however very identical.”
Monograms and patterns are more potent than ever, subsidized through an insouciance and irreverence that’s change into core to Gucci’s aesthetic underneath the inventive route of Michele. Retro and extremely masculine, but eminently wearable and sported through this technology’s maximum gifted musical artistes – A$AP Rocky and Tyler, the Creator gallivant round in slick Gucci fits with mythical punk rocker Iggy Pop and his puppy parrots; it’s males having amusing, an Expandables film sans Stallone, Statham and weapons however with massive doses of masculinity, kitsch and joie de vivre.
Beyond a pay cheque, getting probably the most tune’s most trendy figures to show off Gucci tailoring is a coup upon itself. Fashionably talking, A$AP Rocky, Tyler and Iggy Pop aren’t a regular male’s trend icons, however right here, togged out within the top of Gucci’s tailoring excellence, it’s males doing what they do absolute best – running laborious and enjoying tougher.
Having modelled for names like Raf Simons, Louis Vuitton and Calvin Klein, A$AP Rocky is thought of as probably the most fashion-forward celebrities on this planet. Tyler, the Creator could also be a larger-than-life taste icon, together with his similarly outlandish Golf Le Fleur label and collaborations with manufacturers like Lacoste, Converse and Suicoke underneath his belt: the pair of pals are joined through punk rock god Iggy Pop himself – it’s no longer only a trend commentary, its a poetic “passing of the baton” as tune tradition and trend meet at a seminal juncture of what was once as soon as the area of great tailors on Savile Row or exhibited at the streets of Pitti Uomo.
Shot through cult photographer and director Harmony Korine (of Spring Breakers repute) in a swagger-licious modernist mansion in Los Angeles, Gucci’s tailoring marketing campaign displays that an Italian haute couturier venturing into males’s suiting isn’t simply glitz and gimmick – don’t get me improper, there’s various flash within the pan however there’s sufficient substance to turn that Gucci is aware of make a bloody just right, old-school adapted go well with.
Our colleagues at Men’s Folio have any other tackle Gucci’s newest tailoring marketing campaign.