Harmony Korine Directed the Ad for Gucci's Tailoring Campaign
Ellen Smith — September 30, 2020 — Pop Culture
Prolific director Harmony Korine shot and directed the ad for Gucci's tailoring campaign, which starred Tyler, The Creator, Iggy Pop, and A$AP Rocky.
Set in a mansion in L.A, the three musicians mingle and dance while sporting outrageously over-the-top looks. Standouts include Iggy Pop's leopard print suit, A$AP Rocky's casual pink and red aesthetic, and Tyler, The Creator's logo sweater vest. The campaign, which features both photographs and a video embraces the unusual and unexpected, featuring props like live parrots, luxurious sports cars and extremely fun dance sequences. According to Gucci’s Creative Director Alessandro Michele, “I like to tell the story of elegance in completely arbitrary and unexpected ways. Perhaps elegance is something in the air that sometimes you are not even ready for. Male elegance can be unpredictable and strange.”
Image Credit: Harmony Korine, Gucci
Set in a mansion in L.A, the three musicians mingle and dance while sporting outrageously over-the-top looks. Standouts include Iggy Pop's leopard print suit, A$AP Rocky's casual pink and red aesthetic, and Tyler, The Creator's logo sweater vest. The campaign, which features both photographs and a video embraces the unusual and unexpected, featuring props like live parrots, luxurious sports cars and extremely fun dance sequences. According to Gucci’s Creative Director Alessandro Michele, “I like to tell the story of elegance in completely arbitrary and unexpected ways. Perhaps elegance is something in the air that sometimes you are not even ready for. Male elegance can be unpredictable and strange.”
Image Credit: Harmony Korine, Gucci
Trend Themes
1. Fashion Ads Featuring Musicians - Incorporate musicians into fashion campaigns for an unexpected and unique twist.
2. Outrageous Fashion - Embrace and highlight over-the-top fashion elements for a bold and attention-grabbing campaign.
3. Arbitrary and Unpredictable Elegance - Challenge traditional elegance with unexpected and unconventional elements.
Industry Implications
1. Fashion - Fashion brands can incorporate musicians into their campaigns to create a unique and memorable marketing strategy.
2. Music - Musicians can collaborate with fashion brands to showcase their personal style and expand their brand beyond the music industry.
3. Advertising and Marketing - Advertisers can challenge traditional advertising norms by incorporating unpredictable and unconventional elements in their campaigns.
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