COME AS YOU ARE RSVP Is The New Gucci Cruise 2020 Advertising Campaign

“Gucci is a party and everyone is invited” could be the perfect slogan - suitably playful, liberated and libertarian, and also inclusive, hedonist and uninhibited - to epitomize Gucci’s spirit according to Alessandro Michele.

The party is a joyful moment, perhaps suspended in time, definitely a collegial and convivial occasion, where you are yourself as much as you play a role - the farce of social living. Gucci’s party is permanent because it represents, first of all, a state of mind: everything is possible, there are no boundaries, everybody goes with everybody and what goes around comes around. The clothes offer endless possibilities to be whomever you want or to appear as you prefer, without any barriers or limits whatsoever.

The new advertising campaign conceived by Alessandro Michele celebrates and ignites this idea with an egalitarian verve. The party at the villa, where guests naturally arrive in a limousine or helicopter, because the cliché is inalienable irony. Everybody gathers together everywhere including the bathtub and the swimming pool: the ageless eager and wild rockstar, the glamorous socialite, the bourgeois lady, the tycoon, and the hip hop star. No one can tell who is what and who is hanging out with whom, and it is exactly this seeming confusion swirling with signs that make Gucci, Gucci. A kaleidoscope in which Sienna Miller, Iggy Pop, Benedetta Barzini and Gucci Mane represent many connected worlds, with doors wide open. The art of appreciation reaches its climax with Gucci Mane: the artist whose stage name pays homage to the brand that, in turn, plays with this genre’s style, among many other references. The party is open, always, and this time, comes full circle.

Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographer: Harmony Korine
Hair Stylist: Alex Brownsell
Make Up: Thomas de Kluyver and Gao Jian