Gucci: the new campaign with A$AP Rocky, Tyler, The Creator and Iggy Pop

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. We’re talking about A$AP Rocky and Tyler, The Creator. 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.

Three trend makers, three idols, three creative minds. 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.

“The result is a choral campaign with three men who, I believe, also enjoyed making it. 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. It was nice to see these three men together, apparently different, but instead very similar “- Alessandro Michele, Creative Director of the Gucci maison.

The campaign is a hymn to tailoring, and it is to her that it is dedicated. So off to dresses, jackets and suits.

“It’s another stop on this journey. With these campaigns I’m exploring different ways of being elegant, and these three men perfectly embody this idea. 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. Male elegance can also be unpredictable and strange “- Alessandro Michele, Creative Director of the Gucci house.

The shots and the fashion film are signed by Harmony Korine, American director and screenwriter.

And it is thanks to her cinematographic experience and knowledge of the “Cult” world that Korine is able to reflect Gucci’s aesthetic. The brand, just like these films, is a must and a classic ‘ever green‘ that over the years does not lose its shine. Gucci has been able to evolve, while never forgetting its link with the past and the Italian tradition. That’s why it brings back the glorious artists of the 80s and 90s. It is not the first time that the creative director takes inspiration from films and shows from past years, populated by a vintage aesthetic. So let’s ask ourselves if the union between Iggy Pop, A$AP and Tyler has the task of functioning as a connection between the world of the past and the world of the future.