ITALY – Gucci has launched a new Aria ad, which features Eurovision winners Måneskin and has sexually charged images, highlighting the luxury house’s centenary collection.
Aria, a bawdy campaign inspired by Eros, the Greek god of love, puts Gucci’s equestrian-inspired styles and logo-adorned items in a new light. Sigmund Freud’s, Judith Butler’s, and other literature on sexual ideas and desire were displayed amid the reclining models and BDSM contraptions.
Italian chart-toppers Måneskin made their mark with a star-studded ensemble hand-picked by Gucci creative director Alessandro Michele, each dressed in key pieces from the AW21 collection.
The campaign is based on Måneskin’s most recent music video, “I Wanna Be Your Slave“, in which the band is also dressed entirely in Gucci. With over 40 million views, the video demonstrates the band’s continued success after their victory in Europe’s annual Eurovision song contest.
The band showed a variety of genderless clothing that was revealed earlier in the year as a tribute to Tom Ford’s time at the house, which fit perfectly into the rock and roll style for the Aria season. The Jackie 1961 bag, which was shown with the mainstream collection as part of Gucci’s partnership with Balenciaga, received a lot of attention.
The Aria video expands on the brand’s message on sexual desire and fetishism for luxury, in addition to the campaign’s sensual images. The movie recounts various regions of devotion and desire, diving into complicated topics involving identity and sexual yearnings, and is divided into five sections, including androgyny, eros, body, clothing, and philosophy.
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