Male elegance can also be unpredictable and strange “- Alessandro Michele, Creative Director of the Gucci house.
I like to tell elegance in arbitrary and unexpected ways and think that elegance is something for which perhaps, at times, we are not even ready. With these campaigns I’m exploring different ways of being elegant, and these three men perfectly embody this idea. The campaign is a hymn to tailoring, and it is to her that it is dedicated. It was nice to see these three men together, apparently different, but instead very similar “- Alessandro Michele, Creative Director of the Gucci maison. There is an image of eccentricity, because they are, in fact, eccentric, and fun, accompanied by the idea of what a a certain kind of obsession with appearances can create a cliché that refers to a sort of brotherhood. “The result is a choral campaign with three men who, I believe, also enjoyed making it. From a musical but also and above all stylistic point of view: if A$AP Rocky and Tyler embody the contemporary street and underground spirit, Iggy is the retro spirit that the maison is reviving, together with the creative director Alessandro Michele. Three trend makers, three idols, three creative minds. And for the youngest, who have not witnessed the era of rock, the third character who dominates the scene may seem unknown but in reality it is the unpredictable, eccentric Iggy Pop: an icon of the music of the 80s and 90s. We’re talking about A$AP Rocky and Tyler, The Creator. Gucci is a hotbed of talents and certainly could not miss the kings of the current rap music scene in the repertoire of its advertising campaigns.
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