2021 sees the 100 year anniversary of the iconic Gucci brand.
Celebrating in characteristic flawless style, the festivities have so far seen a sold-out collab with the North Face, the new ‘Beloved’ campaign starring friends of the house including Harry Styles, Serena Williams and Sienna Miller, and the launch of the ‘Gucci Garden’ exhibition in Florence.
The true showstopper, however, has been the launch of the AW21 collection, and the accompanying ‘Aria’ campaign and video. Embodying brand director Alessandro Michele’s core values of personal reinvention and individuality, both the show and the accompanying film have set Gucci lovers everywhere talking, and eagerly anticipating their chance to get their hands on the styles later this year…not least us here at Pretavoir.
We’ll discuss the show a little later, but today we’d like to give some attention to the teaser campaign leading up to the show – featuring some familiar faces and frames.
While Michele’s concept for the brand’s birthday may have been an “ultra-pop party” to which everyone was invited, in reality only a select list of people were lucky enough to receive an invite to the show itself. These came in the form of an iconic ‘Gucci Quiz’ puzzle book, with recipients solving the activities in the book to discover the date and time of the Aria collection debut. Amongst the famous friends of the house sharing their puzzling efforts were Serena Williams, Chris Lee, and Jared Leto (sporting the GG0840S 002).
The biggest teaser for the collection, however, came the day before the launch in the form of a 1 minute long short film, or “un court metrage de Miley,” directed by and starring Miley Cyrus.
Another firm friend of the house, Cyrus has also just recently debuted as the face of the latest Gucci beauty campaign, Gorgeous Gardenia – a re-imagining of the popular Gucci Flora fragrance. Dressed in a green Gucci suit emblazoned with the iconic Gucci GG interlocking logo (spoiler alert – this was a definite nod to the Aria catwalk soundtrack), and matching oversized Gucci logo lens mask sunglasses, Miley is seen frolicking in a garden space with a fantastical backdrop of oversized toadstools – popping streamers, working through her Gucci Quiz puzzle book; just generally getting into the Gucci party spirit, all the while accompanied by her canine pals.
Now, about those glasses...
These are the GG0900S, introduced in the SS21 collection. Part of the house’s Seasonal Icons family, dedicated to the most trend-oriented designs for each new season, the striking frames belong to the GG Street collection. GG Street focuses on sunglasses with a street flavour, drawing inspiration from 80’s Harlem, the Apollo theater, and New York cool; the perfect union between style and extravagance. An oversized flat-top mask style, distinguished by a bold structure enriched with enamel and gold-plated metal detailing, the Gucci Lettering logo is clearly visible at the temples. The style is available in 4 different colourways – havana, ivory, and 2 classic black options.
The havana is the most understated of the selection, while both black variations feature a bolder lens – the 005 in a striking and extremely of the moment yellow tone, and the 001 emblazoned with the classic GG logo. Eagle-eyed viewers will note that Miley loves the style so much she just couldn’t choose, sporting both the 001 and the 002 throughout the course of the minute long video – and who could blame her?
The style has been a hit with a number of big names – Madonna was recently spotted in the 002 too…
We’ll have more on the Gucci Aria show itself soon, along with our favourite looks – and when you can get them for yourself. In the meantime, why not shop the GG0900S, and the rest of our Gucci collection here.
If you have any other questions about the Gucci brand, please get in touch via our live chat (small grey circle to the left of your screen), by email on firstname.lastname@example.org or call us on 0800 954 5689. Our dedicated customer care team are always happy to help.