You can always count on Gucci to march to the beat of a different drum. While the end-of-year holidays typically conjure up the idea of Jack Frost nipping at your nose, the Italian house is instead celebrating the festive season with a sun-soaked getaway to warmer climes. Conceived by Alessandro Michele and lensed by frequent collaborator Harmony Korine, the holiday campaign spotlights the Cruise 2020 collection with an actual cruise, featuring a cast of familiar faces partying it up on a luxury liner en route to a tropical island.
Central to the Gift Giving collection is a new print that fuses two of Gucci’s most recognisable patterns in a striking mash-up of house codes: the GG Supreme canvas and the historic Flora motif. First created for the brand in 1966 by Italian illustrator Vittorio Accornero, now the Flora has been carefully scaled down to create an all-over design of flowers and insects against the beige and ebony background of the signature monogram canvas, finished off with a leather trim of red, yellow, or white.
The combined pattern is splashed across an array of ready-to-wear, accessories, and shoes, including the Ophidia and Padlock families of bags and small leather goods, the Ace sneakers and Princetown loafers, tracksuits, iPhone covers, and more. Because the print is irregular in nature, no two renditions look the same, so whichever piece you choose, rest assured it’s truly one-of-a-kind.
The campaign is accompanied by an interactive digital experience, encompassing an augmented reality portal on the Gucci App and Snapchat with holographic elements and face filters, virtual stickers on Instagram, iMessage, and Giphy, and a microsite on gucci.com where you can also shop from the collection.
Launching alongside the campaign is the Gucci Pin project (referencing the pins on digital maps), designed to present luxury fashion in a new format. Ephemeral retail spaces will appear around the world over the next year, starting with the Gift Giving season at Hong Kong Canton Road, Fukuoka Iwataya in Japan, Seongnam Hyundai Pangyo in Korea, Cherry Creek Shopping Center in Denver, and Galeries Lafayette in Paris.
Creative director Alessandro Michele
Art director Christopher Simmonds
Photographer and director Harmony Korine
Hair Alex Brownsell
Makeup Thomas de Kluyver
Little Saint Nick
Music and lyrics Brian Wilson and Michael Love
Original publisher Sea Of Tunes Publishing Co. Inc / Irving Music Inc
Italian publisher © 1966 EMI Music Publishing Italia SRL / Universal Music Italia SRL
Performed by The Beach Boys