Words By: Katie Farley

Played out in a fashion that transmits as ever so unapologetically outlandish and utterly typical of the artistic creator in question, Alessandro Michele directs the campaign for Gucci’s new men’s tailoring collection, to glamorous and humorous effect. 

The Italian Designer selected a unique trio of musicians with quirky personas to capture imageries emblematic of a rockstar existence. He proposed a gathering of unconventional individuals and housed them in a modernist mansion, situated in Los Angeles, Califonia. Shot in February of this year, the campaign shot by photographer and director Harmony Korine, who perfectly illustrated Gucci’s avant-garde vision.

Musicians A$AP Rocky, Iggy Pop, and Tyler (not forgetting several appearances from Iggy’s pet parrot, Biggy Pop) hang out inside the West Coast pad that boasts unique architectural spaces with stone, glass, wood, and more than a hint of shagpile. The characters, adorned with Alessandro’s sartorial signature clashing’s of opulent fabrics, textures, and colors, playfully behave (or not) with their pets in the lounge in the afternoon sunlight, enjoying a massive pot of spaghetti, and on the grassy terrace in the mid-night sky. 

“This is another chapter of this journey,” explains the Creative Director. “With these campaigns, I am working on different ways of being elegant, and these three men embody this idea perfectly. I like to tell the story of elegance in completely arbitrary and unexpected ways. Perhaps elegance is something in the air that sometimes you are not even ready for. Male elegance can be unpredictable and strange.”


Creative Director: Alessandro Michele

Art Director: Christopher Simmonds

Photographer/Director: Harmony Korine

Hair: Paul Hanlon

Make-up: Thomas De Kluyver

Talents: A$AP Rocky; Iggy Pop; Tyler, The Creator



Performed by Cerrone

Written By: Marc Cerrone, Lili Marlene Premilovich, Alain Wisniak

Published By: Kobalt Songs Music Publishing, Because Editions /Concord Music Publishing

Courtesy of Malligator Préférence under license from Because Music