Idea #40 - Gucci Beloved

“I truly love and adore my handbags, 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.”

-Alessandro Michele, creative director of Gucci

In its campaign for the Gucci Beloved launch, the creative director of Gucci, Alessandro Michele, known for his maximalist designs, fabricates a whole new talk show- “The Beloved Show” starring our favourite celebrities and famous personalities Harry Styles, Dakota Johnson, Serena Williams, Awkwafina, Diane Keaton, and Sienna Miller.

What stands out is the unusual placement of the products being pitched here. In every instalment of this ad campaign, each guest starring has with them the signature handbag of the House, yet, the focus is never on the product. So much so, without having been pointed out to one, it would not be noticeable at all!

The primary motive of this campaign was clearly not to influence the audience to buy the product but to establish the fact that Gucci does, indeed, recognise and indulge in the snazzy and forever changing fashion trends of gen z, and it absolutely delivered!

Written By: Arya Kastwar

Curated By: Hetvi Kamdar