gucci teams up with harmony korine for a tropical christmas extravaganza
The ‘Beach Bum’ director shoots a decidedly summery holiday campaign, complete with festive augmented reality features!
Courtesy of Gucci
The season of giving is truly upon us (sorry, Halloween is over and it’s dark by 6pm, it’s officially Christmas). And what better way to celebrate the beginning of the festive period than with Gucci, Harmony Korine and a big ol’ party on the beach?
While most of us automatically associate this time of year with a snowy, winter wonderland, Alessandro Michele has instead opted to celebrate the holiday season with a getaway to decidedly sunnier shores. Their holiday campaign, directed and photographed by Spring Breakers auteur Korine, takes place on a festive cruise liner, with an unconventional winter sun getaway as the theme.
Think Hawaiian shirts meets tinsel. And obviously, as it’s the Gift Giving season, the campaign features a smorgasbord of the luxury house’s most iconic patterns. It also combines two — the beige/ebony GG Supreme canvas and the historic Flora motif — for the first time. The overall visual effect is one that’s both distinctly modern, and which also looks back to a bygone era of luxury travel. Boats. We're talking about boats.
For those of us who aren’t celebrating in sunnier climes — or who are avoiding the ecological implications of international travel — there’s an alternative! Gucci’s campaign also features an immersive digital experience, with an augmented reality portal available to users on the brand’s app and Snapchat channel. Using the portal, users are able to discover a virtual psychedelic tropical island. And there’s also, obviously, a Instagram filter featuring lights and shadows inspired by the colours of the tropical island. Prepare to see this all over your story in the next couple of weeks.
Check out the full campaign below, exclusively at i-D.
Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographer and Director: Harmony Korine
Hair Stylist: Alex Brownsell
Make Up: Thomas De Kluyve
LITTLE ST NICK
Music and Lyrics by Brian Wilson, Michael Love
Original Publisher: SEA OF TUNES PUBLISHING CO INC/ IRVING MUSIC INC.
Italian Publisher: © 1966 EMI MUSIC PUBLISHING ITALIA SRL / UNIVERSAL MUSIC ITALIA SRL
Performed by The Beach Boys
(P) 1964 Universal Music Italia S.r.l.