Ryan Gosling stars in the new Gucci Valigeria campaign featuring the Gucci Savoy collection, the House’s wider travel selection.

At first sight, Gucci’s latest campaign, featuring the dapper Ryan Gosling, is a painting of a utopian land where luggage and travel bags are found in abundance at the heart of holiday destinations.

A hotel room, a beach and the back of a pick-up truck overflow with all shapes and sizes of carriers that incessantly propose a luxurious look of travel, and evoke a wanderlust of a specific aesthetic — undeniably Gucci, heritage-driven and expert in this field of artisanal craft.

This is because this Gucci Valigeria campaign, which presents the Gucci Savoy collection, toys with the idea of placemaking. Tapping onto Gucci’s history as a travel companion not just for literal travel, but for being a partner in all times of transient movement, the House is taking time to depict a process or attitude in the way we situate ourselves in urban or rural environments.

Placemaking is an iterative process that is both integral to fashion and travel, because it primarily centres around the human experience — a place is made by its people, a collaborative and multi-disciplinary process — and Gucci has never forsaken the human element even in the most otherworldly creations of its archive.

This is what has anchored the House firmly in the psyche of the fashion scene through all these years, what young Guccio Gucci rooted his eponymous empire in since he was a bellboy at The Savoy in London in the 1920s.

“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,” said creative director Alessandro Michele.

Trolleys, ranging in size from cabin-friendly all the way up to a maxi 90cm version, are offered in GG Supreme in multiple beige colourways with the green-red-green or blue-red-blue Web stripe and leather trims. The duffle bag selection is also varied, ranging from smaller versions for daily use to larger ones ideal for weekend trips or as carry-ons.

Overall, the styles are various but all with distinct personalities, new silhouettes like bowling bags, bowling totes, and box totes, as well as the softer garment bags, watch cases, and vanity cases providing an endless array of finely crafted travel gear to choose from.