Supernature. This year has been a downright drag. Moments of pure joy are few and far between, but thankfully Gucci knows how to lighten the mood. The new Gucci Men’s Tailoring campaign directed by Harmony Korine features A$AP Rocky, Tyler, The Creator, Iggy Pop and his parrot Biggy Pop in the house party of our dreams.
Creative Director Alessandro Michelle’s eclectic vision cast together these three weird and wonderful musicians, envisioning a meeting of eccentric creatives in a Californian modernist mansion, located in Los Angeles where the campaign was shot earlier in February (pre-coronavirus lockdowns and the world melting into chaos).
Photographer and director Harmony Korine known for Spring Breakers and The Beach Bum conjures images of a quintessential rock star lifestyle. A melting pot of unexpected friends and good times. The housemates goof about with their pets Biggy Pop and a striking blue hyacinth macaw. From jiving and dancing in the bathroom, to relaxing on the lounge in the afternoon sun and even enjoying a huge pot of spaghetti on the kitchen table in the evening. Because pasta really truly does bring everyone together right?
“...There is always this image of eccentricity, because they are in fact eccentric themselves. A certain type of fun is also portrayed and the idea of how one’s obsession with appearances can create a kind of common ground that can become a sort of brotherhood. It was beautiful to see these three men together, seemingly different but very similar”, explains Creative Director Alessandro Michelle.
From Iggy Pop’s leopard print suit and signature Gucci oversized sunglasses, A$AP Rocky’s sweet pink sweater and incredible mischievous grin, to Tyler, The Creator’s red corduroy suit and contrasting turquoise turtle neck… There’re too many noteworthy delights to mention. Each talent has a unique and distinctive style, complete with loafers, rings and Gucci purses of course.
Alessandro Michelle continues, “…I like to tell the story of elegance in completely arbitrary and unexpected ways. Perhaps elegance is something in the air that sometimes you are not even ready for. Male elegance can be unpredictable and strange.”
For your viewing pleasure, watch the full campaign film below with music by Cerrone. I dare you not to smile or even dance…