The Global Brand Ambassador portrays his many facets, as well as those of the Love Parade menswear selection in a new video and portfolio of images.

One moment, he’s pure sophistication, the next he expresses a more relaxed vibe—in both, he reveals his true self. In a film and an accompanying series of photographs directed by Woogie Kim and captured by Janghyuan Hong, the House’s Global Brand Ambassador Jungjae Lee reveals the dual sides of his persona through the creative codes of the Gucci Love Parade collection envisioned by Alessandro Michele. Within a lowkey retro living room, he dresses in sartorial silhouettes to portray his public guise, the one for the stage, set, and red carpet; while through casual ensembles, his private personality is put on display. However, no matter the costume or the scenario, he is forever ‘In Character’ as Jungjae Lee himself.

Creative Director: Alessandro Michele
Art Director: Dasom Han
Director: Woogie Kim
Photographer: Janghyun Hong