The Gucci Aria ad campaign shot by photography duo Mert Alas and Marcus Piggott is here and it might be creative director Alessandro Michele’s most provocative ad campaign to date. Accompanied by Madonna’s “I Want You”, the ad campaign celebrating Gucci’s 100th-anniversary collection opens with supermodel Kristen McMenamy arriving at a hotel. Rocking an attention-grabbing braided hairdo and brow-less look (remember her redefining look of Anna Sui’s Fall Winter 1992 show?), the 1990s original supermodel – whose norm-defying appearance and audacious attitude are on par with Michele’s whimsy – dons the iconic, shimmering Gucci x Balenciaga suit while carrying a black Gucci bag and whip.
The short then transition into different cuts of love scenes happening in each of the hotel room as she walks through the lobby, joining Italian band Måneskin in the arousing campaign. The campaign immediately calls to mind the “sex sells” era of Tom Ford at Gucci. The skin-contact level of intimacy — the calling card of Tom Ford’s own provocative campaigns — is evident throughout the video.
The campaign is also infused with Michele’s idiosyncratic lustfulness (it’s interesting to note that Michele himself refers to the true depth of human beings lie within their skin, another reference to “Sexistence by Jean-Luc Nancy) , turning up the heat with nose piercings, leather whip, glamorous frills, sheer fabric and equestrian harness.
Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographers and Directors: Mert and Marcus
Make up: Diane Kendal
Hair: Paul Hanlon
Music Credits
“I WANT YOU”
(Leon Ware, Arthur Ross)
©️ 1974 Almo Music Corp./ Jobete Music Co., Inc.
Licensed by Universal Music Publishing Ricordi Srl.
Artist: Madonna, Massive Attack
℗ 1995 Universal Music Italia Srl
Once you’re done with this story about the Gucci Aria campaign, click here to catch up with our September 2021 issue. This story first appeared on Men’s Folio Malaysia.
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