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Gucci Cruise 2020 campaign Harmony Korine Iggy Pop 17
Creative Direction Alessandro Michele, Art Direction Christopher Simmonds, Photography Harmony Korine

Gucci parties with Iggy Pop & Gucci Mane in its new Cruise campaign

As photographed by legendary director Harmony Korine, Sienna Miller, an IRL Countess, and a bunch of sausage dogs are also on the guestlist

Alessandro Michele has never played by the rules when it comes to his Gucci campaigns. Whether it’s recreating Noah’s Ark, returning to the peak of Prêt-À-Porter era of fashion or casting cute pigs to live like the Manhattan bourgeoisie, the Italian designer always seems to find a way to create a world you want to jump into. Now, for the label’s Cruise 2020 campaign, Michele has opted to throw the house party of everyone’s dreams – and apparently we’re all invited (figuratively, obvs). 

Entitled ComeAsYouAre_RSVP, the new series was shot at Villa La Furibonda by Spring Breakers director Harmony Korine and creative directed by Michele himself. Inside the house where the party is set, there’s a jacuzzi, a pool, a bunch of sausage dogs and their fabulous owners, a massage table, as well as guests Iggy Pop, Gucci Mane, and Sienna Miller, who all arriving by limousine. Essentially, it’s the party to end all parties. 

Also making the guestlist are the likes of actress and model Benedetta Barzini, Countess Marisela Federici, and Italian artists Orlando Miani and Angelo Bucarelli. According to Michele, together they all embody the archetypes of the ‘wild rockstar, the glamorous socialite, the bourgeois lady, the tycoon, and the hip hop star’.

The eclectic host of people, from all different walks of life, is representative of Gucci’s aim to break barriers and promote inclusivity. Everyone is invited, regardless of where they are from or who they are. The campaign also mirrors one’s state of mind, with the unbounded aspect of the party symbolising the fact that anything is possible.  

The 2020 Cruise collection itself was first presented in a museum in Michele’s hometown of Rome four months ago, and was heavily inspired by ancient Rome. The 70s were also a source of inspiration for the collection, with retro floral prints, knitwear in earthy tones, and huge sunglasses appearing throughout. A piece from the Disney x Gucci partnership, which debuted earlier this year to celebrate 90 years of Mickey Mouse, is also featured in the campaign. 

Elsewhere, the collection also embodies Michele’s sociopolitical standpoint, in regards to freedom of speech and choice, with the slogan ‘my body, my choice’ printed on jackets.

Check out the campaign in the gallery above and watch the full film below.