Gucci unveiled The Beloved Show, a series of campaigns inspired by late-night talk shows that celebrate four of the Italian brand’s most famous handbag lines – the Dionysus, GG Marmont, Gucci Horsbit 1955, and the Jackie 1961. These signature handbag lines are placed in the spotlight alongside Awkwafina, Dakota Johnson, Diane Keaton, Sienna Miller, Harry Styles, and Serena Williams.
The Beloved Show campaign was shot by the cult artist, photographer and director Harmony Korine with art direction by Christopher Simmonds.
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. – Alessandro Michele
The late-night talk show has become a pop-culture staple which is structured around humorous monologues about the day’s news, guest interviews, comedy sketches and music performances.
Subverting the genre, The Gucci Beloved Talk Show – hosted by James Corden – features guest stars like Awkwafina, Dakota Johnson, Diane Keaton, Sienna Miller, Harry Styles, and Serena Williams alongside handbags from the Gucci Beloved lines.
The signature stable includes Dionysus with its hardware comprising two tiger heads shaped in the form of a spur, a tribute to the Greek god who in myth is said to have crossed the river Tigris on a tiger sent to him by Zeus. Gucci Horsebit 1955, distinguished by a double ring and bar, a motif that encapsulates the House’s equestrian heritage. The GG Marmont line is defined by the Double G, an archive-inspired styling of the initials of the House. Jackie 1961 stands out with its curved half-moon shape and emblematic piston closure.