Featuring the Gucci Savoy collection, and actor Ryan Gosling in a fantasy film, the campaign is immersing and nostalgic.
October 11, 2022: The origin of Gucci is linked to luggage. A young Guccio Gucci, when working as a porter at The Savoy in London, discovered the magic of travel. He also saw the business side of course. Rich people and their immense amount of belongings that went with them.
Featuring Gucci’s new Savoy collection, the Italian maison’s Valigeria campaign brings alive the concept that a suitcase is not just a container. It’s a symbol of the culture of travel – which is reigniting after a long hiatus of two years, owing to the pandemic.
Also featuring actor, screenwriter, director, and musician Ryan Gosling (after all, the luggage is the real star), Creative Director Alessandro Michele, through the lens of photographer Glen Luchford, sets the campaign in a dreamlike dimension.
“Travel for Gucci was never purely physical. Gucci is the brand that accompanied the artists, writers, actors, and directors of Hollywood on their journeys… This is why I wanted the advertising campaign to recount a situationist dimension where the protagonist traverses a “non-place” that is first and foremost a mental place, the same as those who, in the past and present, choose Gucci because they grasp the significance of creativity used to build imaginary places. And it is for this reason that a Gucci suitcase appears as a magical suitcase,” says Mr. Michele.
In a narrative inversion that fills a stretch of space-time, the containers appear as protagonists in the campaign. In the images and video of the campaign, the luggage fill the bed of a polished pick-up truck in which the new collection lives side by side with historical pieces and that, in this plausible story of possibilities, are also repositories of dreams.
And it is this reality-adjacent dream that Ryan Gosling is living. While traveling with the trunks here and there, he is introduced to surprising places through a trunk that becomes a gateway to fantastical worlds, which will turn out to be more real than any imagination could conceive.
The Gucci Savoy collection, which is part of the House’s wider Gucci Valigeria travel selection, is distinguished by a combination of heritage-infused design elements including the GG monogram and/or the Web stripe, offered in both soft and hard-sided iterations.
Trolleys, ranging in size from cabin-friendly all the way up to a maxi 90cm version, are offered in GG Supreme in beige/brown, beige/blue, and beige/ivory colorways with the green-red-green or blue-red-blue Web stripe and leather trims. The duffle bag selection is also varied, ranging from smaller versions for daily use to larger ones ideal for weekend trips or as carry-ons. Styles come in various colorways with some featuring distinctive details like leather trims and studs. The lineup also encompasses additional new silhouettes like bowling bags, bowling totes, and box totes. Garment bags, watch cases, and vanity cases round out the soft selection.
Hard-sided items, which further embody Gucci’s origins in artisanal luggage, comprise a series of trunks, suitcases, and hat boxes, as well as beauty, watches, and jewelry cases. It’s a timeless collection, ready to accompany you for years to come.