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The new Gucci campaign with A$AP Rocky and Tyler, The Creator

Shot by Harmony Korine

The new Gucci campaign with A$AP Rocky and Tyler, The Creator Shot by Harmony Korine

Harmony Korine, director and screenwriter of cult 90s like Gummo and Kids but also of films such as Spring Breakers and The Beach Bum, returns to collaborate with Alessandro Michele for the latest campaign of Gucci Tailoring that sees, alongside the iconic Godfather of Punk, Iggy Pop, also A$AP Rocky and Tyler, The Creator in their first campaign for the brand. The three protagonists of the shots are portrayed inside a luxurious Hollywood villa while eating a plate of spaghetti to the sound of Cerrone's disco anthem Supernature

As a tailoring campaign, formal suits and shoes abound – not the classic outfits where audiences are used to seeing hip hop heavyweights like A$AP Rocky and Tyler, The Creator. This follows both a trend that starting from the work of Dapper Dan (another collaborator of Gucci) and going through the key figures of today's black culture, has seen the hip hop world appropriate and adapt to its culture the codes of traditional tailoring, both the creative method of Korine who, in a past interview with nss magazine, said referring to his own films :

«I like the idea that there’s the public persona that exists and that we’re playing with. Trying to push it into something that is hyper-comedic».

The hyper-reality of the campaign, which in addition to the shoot also has a dedicated video, with its parade of logo-heavy suits, sweaters with a vintage air and vibrant colors, seems to echo the words of Alessandro Michele: "Male elegance can be unpredictable and strange". Words that can't be ignored by looking at the leopard-print double-breasted suit worn by Iggy Pop, the sweaters of A-AP Rocky or Tyler's golden tie contrasting with his emerald green suit. 

Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photograph/Director: Harmony Korine
Hair stylist: Paul Hanlon
Make-up: Thomas De Kluyver
Artists: A-AP Rocky; Iggy Pop; Tyler, The Creator
Performed by Cerrone
Authors: Marc Cerrone, Lili Marlene Premilovich, Alain Wisniak
Publisher: Kobalt Songs Music Publishing, Because Editions /Concord Music Publishing
Courtesy of Malligator Préférence under license from Because Music