Shot by photographers Mert Alas and Marcus Piggott, with creative direction by Alessandro Michele, Gucci Aria campaign is dedicated to the first collection in the centenary year of the Italian luxury fashion brand.
The multi-platinum selling band Måneskin was personally chosen by the creative director to appear in the new campaign. The Italian group is currently atop global charts with more than 3.2 billion total streams on all the digital platforms.
Måneskin’s members alongside American model Kristen McMenam are featured in images from the campaign wearing key looks and accessories from the collection, the first to debut in Gucci’s centenary year.
Gucci Aria campaign captures the revolutionary and joyful force of eros as the creative energy behind contemporary imagery. Emphasizing an aesthetic that connects mind and body, models read works or essays on desire, such as ‘Simulacra and Simulation’ by Jean Baudrillard, ‘The Work of Art in the Age of its Technical Reproducibility’ by Walter Benjamin, ‘Bodies that Matter’ by Judith Butler, ‘Three Contributions to the Theory of Sex’ by Sigmund Freud and ‘Sexistence’ by Jean-Luc Nancy.
Knowledge itself becomes an object of desire… So the books of Freud, Nancy and Butler describe the universe of desire, and more, they become objects of attraction themselves. As a consequence, words transfigure into an amorous lexicon.
Set in the alluring atmosphere of a hotel, the choice of location speaks to the place where it all began The Savoy Hotel in London where founder Guccio Gucci worked as a lift boy in his youth.