Discover Gucci Valigeria, the Experience of the Unexpected
World-renowned fashion house Gucci has released its newest campaign as part of the infamous ‘Gucci Valigeria’ travel selection. Represented through the lens of photographer Glen Luchford and featuring actor, screenwriter, director, musician and all-round dreamboat, Ryan Gosling, the Gucci Savoy collection illustrates the art of a suitcase being more than a means of carrying around your clothes, representing the culture of travel that forms the brand's history.
Creative Director Alessandro Michele has honed in on the prospect of narrativity when showcasing the new collection, setting the campaign in a wistful destination that goes beyond the boundaries of reality separation, recounting a ‘present’ state being built on the possibilities of imagination.
When designing the collection, Alessandro infused heritage with the classic GG monogram and/or the Web stripe, providing both classic and contemporary elements, delivered with an effortless and timeless aesthetic. The Gucci Savoy collection takes flight from the typical splendours of travel to confer the brand’s value of memory, and to characterise the way travel has enabled ever-evolving discoveries of the world and worlds and the findings of diverse cultural manners.
“Travel for Gucci was never purely physical. Gucci is the brand that accompanied the artists, writers, actors, and directors of Hollywood on their journeys… This is why I wanted the advertising campaign to recount a situationist dimension where the protagonist traverses a “non-place” that is first and foremost a mental place, the same as those who, in the past and present, choose Gucci because they grasp the significance of creativity used to build imaginary places. And it is for this reason that a Gucci suitcase appears as a magical suitcase,” says Creative Director Alessandro Michele.
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