An Exclusive Look at Gucci's Star-Studded Gucci Beloved Campaign

An Exclusive Look at Gucci’s Star-Studded Gucci Beloved Campaign

To say that Gucci is beloved by fans and celebrities alike is a drastic understatement. For its rabid cult followers, ourselves included, we have something big to celebrate: Gucci is turning 100 this year. In addition to a slew of centennial content the brand is rolling out through 2021, its Beloved line of handbags is getting the star studded treatment, tapping seven major celebrities to front its newest campaign. To tease the launch, which drops on April 22nd, Gucci exclusively shared images with ELLE.com featuring some faces that might look a little familiar.

Serena Williams Courtesy of Gucci / Photo by Harmony Korine

Harry Styles Courtesy of Gucci / Photo by Harmony Korine

Diane Keaton Courtesy of Gucci / Photo by Harmony Korine

Awkwafina Courtesy of Gucci / Photo by Harmony Korine

Sienna Miller Courtesy of Gucci / Photo by Harmony Korine

James Corden Courtesy of Gucci / Photo by Harmony Korine

Dakota Johnson Courtesy of Gucci / Photo by Harmony Korine

While Dakota Johnson, Sienna Miller, and the sheer-shirted, feather boa’d, leather suit-wearing singer Harry Styles are old friends of the brand, this drop also features Diane Keaton, Awkwafina, Serena Williams, and James Corden in their first-ever Gucci campaign. The portraits were shot by acclaimed photographer and filmmaker Harmony Korine, who often collaborates with creative director Alessandro Michele.

Earlier this year, Kering chairman François-Henri Pinault announced the brand’s 2021 strategy to strengthen its sales specifically in handbags, so it only makes sense to focus on Gucci’s top performers. The Beloved collection is comprised of four iconic styles: the Jackie 1961, Horsebit 1955, Dionysus, and Marmont, many of which were introduced by Michele in his first fashion shows.

Justine Carreon Justine Carreon is the market editor at ELLE.com covering fashion, Dutch ovens, and fashion again.

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Harry Styles stars in new Gucci Beloved ad campaign

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Gucci has done it again.

The Italian fashion label tapped several celebrities for its new Beloved handbag campaign, including go-to face Harry Styles as well as brand favorites Sienna Miller and Dakota Johnson.

Also included in the campaign are James Corden, Serena Williams, Diane Keaton and Awkwafina, all of whom are making their Gucci debuts.

In a preview of the star-studded campaign, Styles wears a Spring 2021 look that includes a fur coat, printed shirt and his now-infamous phallic banana necklace.

Styles fans went nuts over the news on social media.

“Y’all are so smart. you know i’ll buy literally whatever he stands next to,” one person commented on Instagram, while another wrote, “IM NOT READY??? STILL NOT OVER GRAMMYS.”

Indeed the “Golden” singer’s shirtless leather suit and series of feather boas, all custom-made by Gucci, made waves at the musical awards show.

The Beloved collection features four iconic Gucci handbag styles: the Jackie 1961, Horsebit 1955, Dionysus, and GG Marmont, all of which were either introduced or revived by creative director Alessandro Michele in his first fashion shows for the brand.

According to Elle.com, the full campaign launches on April 22.

Harry Styles Welcomes Diane Keaton Into the Gucci Celebrity Fan Club in This New Campaign

Gucci is celebrating its 100-year anniversary with a new campaign entitled “Beloved.” The accompanying collection will focus on iconic bag styles from the luxury label, including the Jackie 1961, Horsebit 1955, Dionysus, and Marmont. To tease the whole affair, the brand released some glorious headshots taken by filmmaker Harmony Korine, who has worked with Gucci’s Alessandro Michele before. The pictures spotlight the Gucci celebrities du jour, some of whom are old friends of the brand.

We could count on all our fingers and toes — and then all the fingers and toes of our extended family — how many times Harry Styles has showed up in Gucci, though his most memorable appearance just might be that leather suit and green boa at the 2021 Grammys. Sienna Miller has also been wearing the brand for ages, and Awkwafina recently wore Gucci to the 2021 Golden Globes. This does mark the first time the Crazy Rich Asians and Raya and the Last Dragon star has participated in a campaign, however, and she joins fellow first timers Diane Keaton, Serena Williams, and James Corden too.

If we didn’t know any better, we’d say Alessandro Michele is already planning out his crew for the next pandemic-permitting Met Gala. Scroll down to see a sneak peek at the newest Gucci campaign and watch this space as more from “Beloved” is unveiled.