Tyler, the Creator, ASAP Rocky, and Iggy Pop Star in Harmony Korine's New Gucci Ad

The video portion of the new Gucci Tailoring campaign is perfectly suited to be continually replayed while imagining how life was before COVID-19.

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Spring Breakers auteur Harmony Korine is back in the director's chair for Gucci.

For his latest collaboration with the luxury brand, Korine—whose most recent feature The Beach Bum arrived last year—assembled a trio of fashion-conscious music icons: Tyler, the Creator, ASAP Rocky, and Iggy Pop. Also featured, of course, is Iggy's parrot Biggy Pop. 

Speaking on the resulting video, released in support of the new Gucci Tailoring campaign, the brand's creative director Alessandro Michele touted the contagious element of fun Korine was able to capture.

"A certain type of fun is also portrayed and the idea of how one's obsession with appearances can create a kind of common ground that can become a sort of brotherhood," Michele said in a statement. "It was beautiful to see these three men together, seemingly different but very similar."

The Tailoring assortment includes pieces across ready-to-wear, leather goods, footwear, accessories, jewelry, and more. Below, catch a pair of additional images from the campaign. And for shopping info and product shots, head to the Gucci site.


The credits for this new campaign can be found below.

Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographer/Director: Harmony Korine
Hair: Paul Hanlon
Make-up: Thomas De Kluyver

Video music: “Supernature” performed by Cerrone
Written by: Marc Cerrone, Lili Marlene Premilovich, Alain Wisniak
Published by: Kobalt Songs Music Publishing, Because Editions /Concord Music Publishing
Courtesy of Malligator Préférence under license from Because Music

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