'Gucci Beloved' launches with talk show-inspired campaign

By

Jennifer Braun

Published
Apr 23, 2021

Gucci launched a new campaign for Gucci Beloved on Thursday that takes a string of well-known stars on The Beloved Show, a version of a late-night “Hollywood” talk show. 

Thought up by Gucci creative director Alessandro Michele, the show is hosted by James Corden, who chats with stars on set of the Beloved Show about their latest exploits, as well as their beloved handbag. Guests include actor Awkwafina; actor and filmmaker, Dakota Johnson; actor, Diane Keaton; musician and actor, Harry Styles; professional athlete and businesswoman, Serena Williams; and actor, Sienna Miller. 

“We decided to show the concept of ‘beloved’ in an ironic way in the campaign, being inspired by the fact that bags are the protagonists in my life and in the lives of many other people,” explained Alessandro Michele. 

“We went back in time to the original TV talk shows, where the protagonist is the bag itself, the big star. Very often these creations are named after influential women who conditioned the habits and customs of many. It is precisely because they have great personalities that in the industry we gave them these powerful names; and now we have them in a show and twisted with the idea that there were two stars: the bag and the actual talent. A game of cross-references between the two great protagonists.”

Featured Gucci glamour accessories include the Dionysus bag, which features two tiger heads shaped in the form of a spur; the Gucci Horsebit 1955, distinguished by a double ring and bar; the GG Marmont is defined by the Double G; and finally there is the Jackie 1961, known for its curved half-moon shape and emblematic piston closure.

“I truly love and adore my handbags,” said Alessandro Michele. “Perhaps they will always be my greatest love, my favourite accessory. It was therefore natural for me to call some of the ones I created ‘Beloved’. The name comes from my own personal experience and my love for them.”

To discover the lines, Gucci Pins – the series of ephemeral stores of the House – will equally launch internationally, with a distinctive design that puts under the spotlight the product offering. The six pins will debut in Costa Mesa, New York City, Manhasset, Toronto, Portland, and Charlotte this May. 

Likewise, keeping up with the digital-first approach of the house, tailored virtual contents will also be available on the Gucci App including a new game, which is set to debut on its ever-growing Arcade section.