The cinematic images set GUCCI‘s 100th-anniversary collection, “Aria” against a series of rich interiors littered with references to philosophy greats and sex.
Models such as Kristen McMenamy and the Måneskin band – flaunt Fall/Winter 2021 hits, like a glittery Balenciaga / Gucci skirt suit, all while clutching copies of Freud’s Three Contributions to the Theory of Sex, Baudrillard’s Simulacra et Simulation, and Walter Benjamin’s The Work of Art in the Age of its Technical Reproducibility Though these literary references seem totally outside of Gucci’s purview, they make more sense than you’d initially think.
Gucci’s internet-breaking FW21 show paid several homages to Tom Ford‘s tenure at the house, which notably brought “porno-chic” to the forefront of fashion. And, playing with themes of fetish — namely, voyeurism and foot worship — the campaign more than nods to Freud’s particular areas of interest.
Baudrillard’s obsession with symbols manifests in Gucci’s instantly recognizable logo, which appears on pieces including stiletto boots awash in the house’s monogram and handbags simply embossed with “GUCCI.”
As a press release explains, the campaign is all about desire: sexual desire, material desire, our fetishization of luxury goods. It seemingly comments on the luxury goods that it simultaneously champions. Nevertheless, Gucci didn’t become one the world’s hottest brand by playing things safe.
Gucci Aria FW21 ad campaign
More from NEWS
LOEWE reports profit decline of 24 percent in 2024
LOEWE leaves behind the frenetic evolution of recent years. In Jonathan Anderson ‘s last year as creative director, the Spanish firm controlled …
Mandarin Oriental to sell upper 13 floors of One Causeway Bay in Hong Kong
Mandarin Oriental International, part of the Jardines Group, is in talks to sell the upper 13 floors of One Causeway …
Dries Van Noten opens new beauty and accessories boutique in Milan
Dries Van Noten is making his Milan debut with the opening of his very first boutique in the trendy Brera …
