Drawing on Greek mythology the campaign captures the revolutionary and joyful impetus of Eros a name given to the Greek God of Love ..
The House of Gucci has unveiled it's latest campaign to present its first collection in the centenary year of Gucci. Shot by photographers Mert Alas and Marcus Piggott, with creative direction by Alessandro Michele.
Drawing on Greek mythology the campaign captures the revolutionary and joyful impetus 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.
Underlining an aesthetic that connects mind and body, models read works or essays on desire, such as ‘Simulacra and Simulation’ by Jean Baudrillard, ‘The Work of Art in the Age of its Technical Reproducibility’ by Walter Benjamin, ‘Bodies that Matter’ by Judith Butler, ‘Three Contributions to the Theory of Sex’ by Sigmund Freud and ‘Sexistence’ by Jean-Luc Nancy. “Knowledge itself becomes an object of desire… So the books of Freud, Nancy and Butler describe the universe of desire, and more, they become objects of attraction themselves. As a consequence, words transfigure into an amorous lexicon.
Alongside the cast, personally chosen by Alessandro Michele, the Creative Director also invited a selection of special guests to take part in the campaign: the multi-platinum selling Italian band Måneskin and American model Kristen McMenamy.
In addition to the campaign’s erotic imagery, the Aria video further develops the brand’s commentary on sexual appetite and fetishism for luxury. Focused on the ‘Ontology of Desire’ which is separated into five parts; androgyny, eros, body, clothes and philosophy, the video narrates different areas of devotion and lust, delving into complex themes surrounding identity and erotic yearnings.
Watch the NEW Aria Campaign below:
