Gucci collaborated with a Talk Show
Gucci latest campaign takes handbags to places they’ve never been before: late-night television. The Beloved campaign features a diverse group of A-listers modelling the bags while appearing on creative director Alessandro Michele’s version of a Hollywood late-night talk show.
The new commercial features Diane Keaton, Serena Williams, Awkwafina, Sienna Miller, Dakota Johnson, and fashion house favourite Harry Styles dressed in glamorous cocktail gucci wear and sexy late-night ensembles that speak to each celeb’s personal style during a light-hearted conversation with host James Corden. (And, yes, the fur coat that inspired the hilarious Styles and Allison Janney meme is back!)
“In the campaign, we decided to show the concept of ‘beloved’ in an ironic way, being inspired by the fact that bags are the protagonists in my life and the lives of many other people,” Michele said in a press release. “We went back in time to the original TV talk shows, where the big star is the bag itself. These creations are frequently named after powerful women who influenced many people’s habits and customs.”
He went on to say, “We gave them these powerful names in the industry precisely because they have great personalities; and now we have them in a show and twisted with the idea that there were two stars: the bag and the actual talent. A game of cross-references between the two main characters.”
Harmony Korine, the director of Spring Breakers, shot the campaign, which debuted on April 22 after several social media teasers.
Styles has a belly laugh with Corden, Williams soaks in the applause of fans, Keaton serenades viewers in song, Miller gets lost backstage at the studio, Johnson struggles to get a word-in, and Awkwafina hilariously confronts Corden.
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