For its 100th anniversary, Gucci is going beyond fabric with its new Gucci Aria campaign. Exploring life beyond what is skin-deep.
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Image: Gucci

Gucci has presented its Aria campaign and its one that properly celebrates the brand’s centennial year.

Following Gucci?s Balenciaga-hacked Aria collection, Alessandro Michele has looked to re-showcase the collection this month through a completely different and edgy approach: a hazy, erotic film ? which even has an 18+ advisory.

Gucci has taken inspiration from Greek mythology to set the tone for its crystal-laden suits, monogram-clashing cuts and equestrian-themed headgear. Thematically, the campaign is inspired by Eros, the Greek God of Love and a term that denotes sensual love. 
The film features many nods to Gucci’s storied history. In particular, the setting pays homage to the Savoy Hotel, where Guccio Gucci worked as a lift boy in his youth. The hotel was a popular spot for politicians and celebrities that visited London, and it was there where he observed and learned the styles of the upper-crust of society. Their clothing, jewellery, manners and habits, and from there he founded the house of Gucci in 1921.

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The cast was carefully handpicked by Alessandro Michele, as the creative director of the campaign. Legendary American model Kristen McMenamy and Italian ...