Wonderland.

GUCCI BELOVED

Harmony Korine captures the new stars of late-night TV in Gucci’s latest Beloved campaign.

Gucci Beloved Awkwafina
Gucci Beloved Awkwafina

Ever wondered what a Gucci-helmed talk show would look like? Well, courtesy of Creative Director Alessandro Michele, you no longer have to!

The late-night show is a cultural touchpoint across the globe, a chance for our favourite stars to dish on friends, co-workers and even dabble in performance as we peel off another layer of the mystique of their celebrity. Chock-full of glamour, wit, and personality, it’s exactly this energy Michele envisaged after enlisting Harmony Korine to shoot the latest campaign for Gucci’s Beloved handbag.

Dressed to the nines in the house’s latest wears, a whole host of celebrity talent join James Corden as they take to the Gucci hotseat, be it the likes Harry Styles and Awkwafina, or Dakota Johnsson and Serena Williams, talking life, work, and of course, their favourite new accessory.

Gucci Beloved Harry Styles
Gucci Beloved Diane Keaton
Gucci Beloved Harry Styles
Gucci Beloved Diane Keaton

“We decided to show the concept of ‘beloved’ in an ironic way in the campaign, being inspired by the fact that bags are the protagonists in my life and in the lives of many other people,” Michele explains. “We went back in time to the original TV talk shows, where the protagonist is the bag itself, the big star.”

Michele’s ensemble of enigmatic stars carry an array of bags from the Beloved line, all recalling elements and motifs from the house’s fascinating archive. Be it clutching the Dionysus, or sat either side of the Horsebit 1955, with style at the forefront, Gucci’s late-night stars are all breathing a new life into the glitzy world of Hollywood.

Check out the campaign below…

Gucci Beloved Serena Williams
Gucci Beloved Dakota Johnsson
Gucci Beloved Serena Williams
Gucci Beloved Dakota Johnsson
Gucci Beloved Sienna Miller
Gucci Beloved Sienna Miller
GUCCI BELOVED

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