The Gucci Aria campaign captures the revolutionary and joyful impetus of eros as the creative force behind contemporary imagery.

In addition to creating a secretive and seductive atmosphere, the idea of shooting in the rooms of a hotel speaks to the place where it all began – The Savoy. The London lodging in the form of a fictitious club served as the backdrop to the Gucci Aria digital fashion show, which launched the House’s centenary celebrations in April. It is at The Savoy that Guccio Gucci worked as a liftboy in his youth and where he drew early inspiration from the sophisticated and cosmopolitan guests he observed there. Additionally, the location is a nod to the music video for Madonna’s ‘I Want You’ – soundtrack to the Gucci Aria campaign – also set in a hotel.

Besides the cast, personally chosen by Alessandro Michele, the Creative Director also invited a selection of special guests to take part in the campaign: Måneskin and the prolific American model Kristen McMenamy.