The unveiling of Gucci’s Balenciaga-hacked Aria collection has undeniably been one of the highlights of the house’s centennial celebrations. And, with this in mind, Alessandro Michele has looked to re-showcase the collection this fashion month through a different and incredibly sexy lens as he reveals the Gucci Aria campaign.
Captured by the artful minds of photographers Mert Alas and Marcus Piggot, Gucci has looked to the wonders of Greek mythology in a bid to dream up a set of sensual fever-dream visuals that have projected the crystal-laden suits, monogram-clashing cuts and equestrian-themed headgear synonymous with the Aria collection into a different light – one that comes complete with an 18+ warning. With desire knowing no bounds and eroticism running rife, themes that are inspired by the legacy of Eros, a name given to the Greek God of Love and a term that denotes sensual or passionate love, the campaign is a tantalising feast for the eyes and senses. And, with whip-wielding models and this year’s sex symbol, Måneskin’s Damiano David, embroiling themselves in visceral acts of pleasure and educating themselves on the theories that lace the pages of Jean Baudrillard’s Simulacra and Simulation and Judith Butler’s Bodies that Matter whilst dressed to the nines, the campaign situates itself as a masterpiece worthy of the name.
And, while a nod to the history books is evident in the film’s sexy edge, that is not where the historic references cease. With the opulent interiors and warm glow of a hotel serving as the campaign’s grand setting, Guccio Gucci’s job as a liftboy at the infamous The Savoy is honoured as viewers are welcomed into halls similar to those that once inspired the beloved designer to create a brand that will forever-sit at the helm of the fashion industry.
Watch the Gucci Aria campaign video below…