What do Jared Leto, Miley Cyrus and Snoop Dogg have in common? There are a lot of ways to answer that, but today, we’ll settle with the fact that they’re all larger than life celebrities almost to the point of deification, which makes them perfect for Gucci’s latest campaign.
Gucci Creative Director Alessandro Michele recently released the Love Parade collection, and with the guidance of photographers Mert Alas and Marcus Piggot, a new campaign incorporated Greek mythology with utmost elegance.
Combined with the mythology of Gucci, Love Parade is a one-of-a-kind collection that mixes fashion and gods. The looks are bright and bold, taking inspiration from Dionysus, the Greek god of the grape-harvest, wine, fertility and ecstasy.
“I thought about how my mother raised me as a devout worshiper of beauty,” Alessando states in a press release. “[It’s] about the gift of dreaming, which I cannot go without; about the aura of cinema, which generates mythologies.”
The campaign video features the aforementioned actor-musicians, as well as Beanie Feldstein, Deng Lun, JJ Lee and Liu Wen. The star-studded cohort can be seen feasting at a banquet, dressed in gorgeous Gucci attire with feathers, fur and satin all around.
Talking, smiling, laughing and even occasionally throwing food or shoving it into each other’s faces, the scene is a downright bacchanal. The scene then shifts to the club as flashing lights and dancing bodies become a sea for Cyrus to crowd surf.
It’s all set to a soundtrack of The Velvet Underground’s “Venus In Furs,” a sultry and daring tune that fits the debaucherous vibe with devilish perfection.
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When the Love Parade made its debut with a fashion show in November, the affair was just as lively. Rather than walk a traditional space, Alessando and his models turned Hollywood Boulevard into runway, strutting down the Walk of Fame to showcase the beauty and wonder of the mythic collection.
See more images from the fresh and flirty campaign below, then join the Love Parade for yourself and shop the full collection at Gucci.com.
Photography by: Courtesy of Gucci; Mert Alas; Marcus Piggot