Italian luxury brand Gucci has revealed its 2020 Spring/Summer eyewear campaign on the 4th, featuring EXO Kai and Chinese actress Ni Ni.
The campaign, set against the backdrop of Amoeba Music Store in Los Angeles, pays homage to 1980s American culture, including high school movies, records, and VHS rental stores.
Gucci's Creative Director Alessandro Michele narrates individual stories of personality in a space adorned with brilliant neon lights. The characters in the video demonstrate Gucci's belief in self-expression through a confident approach to freedom.
The campaign also features EXO member Kai and Chinese actress Ni Ni, who appeared in the last 2019 Fall/Winter campaign, along with models Delphi McNicol, Azu Nwogu, and Jana Jonckheere.
The campaign was shot by cult film director and photographer Harmony Korine, featuring characters naturally wandering around a record store filled with vinyl, tapes, CDs, and videos.
The dynamic campaign video, enriched with pop culture graphics, conveys the energy and lively atmosphere of retro music.
It also recreates the era when local record shops and video rental stores were cultural exchange hubs, showcasing close-up shots of the protagonists browsing tapes and CDs, highlighting Gucci's eyewear and sunglasses.
- Creative Director: Alessandro Michele
- Art Director: Christopher Simmonds
- Photographer: Harmony Korine
- Stylist: Jonathan Kaye
- Hair Stylist: Alex Brownsell
- Makeup: Thomas de Kluyver and Gao Jian
