Imagine: it's 12:44am and you're trying desperately to detach from the trap that is Tik Tok. As you finally make the decision to call it a night, you choose to refresh your Instagram feed one last time, (which, is always a mistake, might I add); only to find the beloved Harry Styles front and centre in what seems to be the ultimate Gucci late-night talk show. As you start to realise this is in fact not a dream, fellow Gucci muses – the likes of Dakota Johnson, Sienna Miller, Awkwafina and Serena Williams start to pop-up.
The above experience, which just happens to be my own, is thanks to the work of Alessandro Michele; who, for the Gucci Beloved line, created a Gucci-fied version of the Hollywood talk show. The campaign highlights the luxury Houses' most iconic and 'beloved' styles – including the the Dionysus bag, Gucci Horsebit 1955, GG Marmont, and the Jackie 1961. Each muse sits opposite the charismatic James Corden in a simulated environment that feels eerily close to that of his own show. Which, in retrospect is probably the point.
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"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," explains Alessandro Michele in a press release.
"We went back in time to the original TV talk shows, where the protagonist is the bag itself, the big star. Very often these creations are named after influential women who conditioned the habits and customs of many."
Our favourite guest of the night, of course, was Harry Styles, who delivered a performance that made us scream; check our wardrobes for a furry brown coat; and scream again. How many times is too many to watch this video? The limit simply does not exist. Dakota Johnson, whose performance is the first to appear on the Gucci Instagram feed, also put on a dazzling display. Dressed head-to-toe in the sequinned party outfit of our dreams.
At the end of March, Gucci took to Instagram to tease us with a series of fresh headshots of the above talent. Though we knew something was in the works; the House did nothing to give away what the cryptic imagery meant. The Gucci Beloved campaign was created with the help of artist, photographer, and director Harmony Korine; who is best known for his films Trash Humpers and Gummo.