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.
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.
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.
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.
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