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For its new Spring/Summer 2020 eyewear campaign, Gucci brought on-board cult filmmaker and photographer Harmony Korine, to produce a series of candid portraits starring Chinese actress and brand ambassador Ni Ni, South Korean EXO boy band member Kai, along with models Delphi McNicol, Azu Nwogu, and Jana Jonckheere.

Kai wears a gold-tone metal optical frame embellished with a green and bordeaux House Web stripe acetate front rim, and the Gucci lettering logo on the temples; Delphi McNicol wears a semi-rim cat-eye style enriched with a white bamboo-shaped decoration with antique gold-toned sections and the interlocking GG logo on the temples.

Fused with neon-lit nostalgia, the advertising campaign pays homage to the record and VHS rental store — a staple of American ‘80s teen movies, and a key social nexus of the past. It is against this backdrop, that Creative Director Alessandro Michele has chosen to set foot, bringing to light the spirit of individuality that lies at the root of Gucci’s philosophy.

 

Ni Ni wears frameless squared shaped sunglasses with gradient violet lenses, distinguished by a gold metal fork decorated with the interlocking GG logo and azure enamel.

Creating a narrative that encourages attitude, creative freedom, and self-expression, the characters in the campaign roam about the rich setting of the record store, busying themselves amidst vibrant backgrounds, pop-culture graphics, and an underlying buzz of energy that represents the brand.

 

Kai wears a squared shaped sunglasses style with grey lenses, black acetate rims and end tips, embellished with the Gucci lettering logo on the gold metal temples.

Through close-up crops that bring the eyewear to the forefront, the portraits — both still and moving — tell a story of friends who meet in the store, where they try on the glasses and browse amidst stacks and shelves of vinyls, tapes, and CDs.

 

 

Credits

Creative Director: Alessandro Michele

Art Director: Christopher Simmonds

Photographer/Director: Harmony Korine

Styling: Jonathan Kaye

Hair Stylist: Alex Brownsell

Make Up: Thomas de Kluyver and Gao Jian

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The online content creator for Prestige Thailand, Mary handles the magazine's digital platforms. She enjoys black coffee, astro charts and listening to entire albums in one go. When not engrossed in a novel or having brunch, catch her on the hunt for new restaurants and the city's latest happenings.