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 Will Front Gucci’s New #GucciBeloved Campaign

Last November, Harry Styles made a buzzy cameo in one of Alessandro Michele’s GucciFest films, where he served a full-on jorts moment complete with a flip phone and ribbed white socks. It’s just one of several Styles-Gucci looks to go viral in recent months including this year’s feathered boa look at the Grammy’s.

Related | Please Enjoy Harry Styles Wearing Nothing but Fishnets

For his latest project with the Italian fashion house, Styles will star in their upcoming #GucciBeloved campaign for its Beloved line of handbags, which include the GG Marmont, Dionysus, Horsebit 1955 and Jackie 1961. According to ELLE, Styles will be joined by returning faces Dakota Johnson and Sienna Miller, plus first-timers like Diane Keaton, Awkwafina, Serena Williams and James Corden.

The portraits were shot by Gucci collaborator Harmony Korine, who captured Styles in front of a blue velvet curtain while wearing a furry jacket and a printed shirt. The full campaign will launch on April 22 as part of Gucci’s 100-year celebrations. In the meantime, we can all enjoy some fabulous archive looks from the set of Lady Gaga’s House of Gucci, which is currently being filmed in Rome.

Harry Styles’s Latest Gucci Look Is Bigger And Better Than His Boa

Things are looking up. The sun is out, the Easter Bank Holiday is within reach, and Gucci has shared a teaser of Harry Styles in its next campaign. Just a fortnight after his stellar suits and boa at the Grammys, Harry’s back with a new sartorial talking point, and yet another fashion accolade tucked firmly under his GG insignia belt.

On Instagram and on Twitter, Gucci shared a beaming portrait of the 27-year-old teasing the forthcoming #GucciBeloved spring/summer 2021 campaign, shot by Harmony Korine and slated for release next month. Styles stars alongside fellow Gucci family favourites Dakota Johnson and Sienna Miller, as well as new-to-the-fold faces Serena Williams, Awkwafina, Diane Keaton and James Corden.

Dakota Johnson, Diane Keaton, Awkwafina and Serena Williams also star in Gucci’s latest campaign. © Courtesy of Gucci, Photo by Harmony Korine

It’s Harry’s first time starring in the brand’s big seasonal advertising campaign, but the portrait marks his sixth time stepping in front of the camera for his beloved Gucci. Having first appeared in a tailoring campaign for the house in 2018, Harry went on to star in two more before the One Direction alum added a fragrance campaign to his CV as a key face of the 2019 Mémoire d’une Odeur release. Most recently, Styles starred in the lookbook for the collection that this new campaign celebrates.

The denim cut-offs and baby-pink tee he wore in his November portrait has been replaced by a rather more tactile faux-fur jacket, worn over a floral shirt with a tie-neck.

Harry’s campaign outfit in the collection lookbook.

The spring/summer 2021 campaign feels particularly noteworthy. Not only is it dropping as Gucci marks its centenary this year, it also ushers in the changes to Gucci’s calendar and gendered offering that creative director Alessandro Michele announced in May 2020.

This charismatic photo of our boy in the flares has successfully whetted fashion appetites, but rest assured there is more to come. “Coming soon”, said Gucci on its social media feeds. We say: it can’t come soon enough.

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