Debuting in a special film co-directed by award-winning photographer and director Floria Sigismondi and Alessandro Michele, Aria.
This video contains flashes of lights that could affect people with visual sensitivities. The sound track to the video contains explicit lyrics.
A singular voice, taking its turn in the spotlight; in the Italian language, ‘air’. In his notes on the collection, the Creative Director calls it “a deep and ecstatic diving in everything we yearningly miss today…a jubilee of breath.”
In the year of Gucci’s centenary, Alessandro Michele opens the locks of history, only to find a deeply personal vision of the mythology that surrounds the brand. Standing sentinel is the Savoy Club—a tribute to the Savoy hotel in London where founder Guccio Gucci worked as a liftboy in his youth.
Once inside, a “hacking lab” is unveiled. Incursions and contaminations by elements pilfered from House heritage and from Demna Gvasalia, Creative Director of Balenciaga—ultimately expressions of reverence and homage.
The soundtrack, by Alessandro Michele and mixed by Lawrence Rothman, comprises a selection of songs featuring the word Gucci, speaking to the staying power of the Maison and how profusely it contributed to the vocabulary of pop culture.
Lil Pump ‘Gucci Gang’
(B. Murray/G. Garcia/G. G. Nealy)
Rick Ross feat. Future ‘Green Gucci Suit’
(R. Ross/A. Stewart/N. Wilburn/D. Hayes)
Bhad Bhabie ‘Gucci Flip Flops (feat. Lil Yachty)’
(M. McCollum/L. Jae/I. Whitlow/J. Muhammad/L. Porter/D. McCorkell/D. Bregoli/S. Gloade/J. Lowe)
Mier ‘Gucci On My Bag’
Die Antwoord, Dita Von Teese ‘Gucci Coochie’
(A. Du Toit/W. Jones/J. Nobrega/L. Muggard/Dita Von Teese)
Vitalic, feat. David Shaw and The Beat ‘Waiting For The Stars’
(P. Arbez/D. Shaw/J. Garraud)
The production of this video followed Health and Safety guidelines and Covid-related laws and regulations.
Bureau Veritas Italia monitored the set in which animals were present and verify that no animals were harmed.