“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,” says Creative Director Alessandro Michele. Arguably, much of Gucci’s lineage would not exist without travel — whether that be travelling across continents to uncover new inspiration, voyaging into the depths of human imagination or traversing spectrums of time to evolve concepts anew.
GUCCI VALIGERIA × THE GUCCI SAVOY COLLECTION
The luxury Italian fashion house introduce its new travel collection campaign, fronted by Ryan Gosling.
Taking this to new heights, the luxury Italian fashion house uses the culture of travel itself to inspire its Gucci Valigeria campaign. Introducing the Gucci Savoy collection with the help of actor, screenwriter, director and musician Ryan Gosling, the campaign offers a new perspective on our understanding of travel, building a dreamlike dimension that blurs the boundaries between reality and imagination. Whether it be embarking on a cosy road trip, taking a phone call break at a hotel, pushing a trolley through the ocean or enjoying a burger at the seaside, the Gucci Savoy collection – emblazoned by the House’s iconic emblem – maintains a magical presence, containing ample opportunity for new memories and encounters.
“It is for this reason that a Gucci suitcase appears as a magical suitcase,” continues Michele. Distinguished by its GG monogram patterns and web stripes, the new luggage line is built in both soft and hard-sided iterations, sporting new shapes such as bowling bags, bowling totes, trunks, suitcases, and hat boxes, as well as beauty, watches, and jewelry cases. Accented with subtle spells of studs, the collection sparks new attitudes while continuing to uphold Gucci’s timeless aesthetic.
For more information, head to gucci.com now…