Gucci X EXO Kai, 2020 S/S Eyewear Campaign Revealed | 1 — [Photo Credit=Gucci, Kai is wearing square sunglasses with grey lenses, black acetate rim, and metal temple tips engraved with Gucci lettering logo]

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 X EXO Kai, 2020 S/S Eyewear Campaign Revealed | 2 — [Photo Credit=Gucci, Kai (right) is wearing aviator sunglasses with green color lenses, ivory acetate tips, and gold metal temples engraved with Gucci lettering logo, while Jana Jonckheere (left) is wearing cat-eye semi-rimless sunglasses with black bamboo shape motif and interlocking GG logo decorated along the brow line and temples.]

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.

Gucci X EXO Kai, 2020 S/S Eyewear Campaign Revealed | 3 — [Photo Credit=Gucci, Kai (left) is wearing gold tone metal frame glasses with green and bordeaux color house web stripe acetate front rim and temples decorated with Gucci lettering logo. Delphi McNicol (left) is wearing cat-eye style semi-rimless glasses with gold tone sections and temples engraved with interlocking GG logo, and white bamboo shape decoration.]

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.

Gucci X EXO Kai, 2020 S/S Eyewear Campaign Revealed | 4 — [Photo Credit=Gucci, Ni Ni is wearing rimless square sunglasses with violet color lenses featuring gradient effect, and gold metal with interlocking GG logo and azure color enamel decoration.]

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