Gucci has found its latest pretty boy to front the new Valigeria campaign. Joining the likes of Harry Styles, Billie Eilish, and Jared Leto, Canadian actor, screenwriter, and director Ryan Gosling is the latest celebrity to receive the luxury fashion house’s stamp of approval.
Conceptualised by creative director Alessandro Michele and shot by renowned photographer Glen Luchford, the campaign sees Ryan Gosling showcase the Gucci Savoy collection, which sits within the wider Valigeria luggage collection. The Savoy range is distinguished by classic heritage details including the GG monogram and the vintage red-and-green stripe.
The campaign posits that a suitcase is more than a means to store your goods, rather a representation of how travel has shaped Gucci as a whole. Sitting somewhere between dream and reality, the campaign sees Gosling traverse worlds real and imagined, accompanied by — a frankly absurd amount of — Gucci luggage, including an oversized trunk that he actually enters in the final shot.
“Travel for Gucci was never purely physical,” explains Alessandro Michele. “Gucci is the brand that accompanied the artists, writers, actors, and directors of Hollywood on their journeys… This is why I wanted the advertising campaign to recount a situationist dimension where the protagonist traverses a “non-place” that is first and foremost a mental place, the same as those who, in the past and present, choose Gucci because they grasp the significance of creativity used to build imaginary places. And it is for this reason that a Gucci suitcase appears as a magical suitcase.”
View the campaign video and accompanying imagery here and check out the Gucci Valigeria collection below.
Words by Theo Rosen
