The romance between Gucci and pop culture hits a high and loving note with the launch of the #GucciBeloved Lines campaign, headlined by James Corden, Harry Styles, and a bevy of Hollywood stars and Gucci bags.

The brainchild of creative director Alessandro Michele to subvert the late-night televisual format and surprise us with the fashion brand&rsquo;s own version of&nbsp;the late-night &ldquo;Hollywood&rdquo; talk show makes for a glamorous, good-humoured and bright spark in the realm of high fashion.

&ldquo;We decided to show the concept of &lsquo;beloved&rsquo; in an ironic way in the campaign, being inspired by the fact that bags are the protagonists in my life and in the lives of many other people,&rdquo; explains Michele.

&ldquo;We went back in time to the original TV talk shows, where the protagonist is the bag itself, the big star. Very often these creations are named after influential women who conditioned the habits and customs of many. It is precisely because they have great personalities that in the industry we gave them these powerful names; and now we have them in a show and twisted with the idea that there were two stars: the bag and the actual talent. A game of cross-references between the two great protagonists.&rdquo;

GU677_BELOVED_PR CROPS_PRODUCT FOCUS_300dpi_05.jpg

GU677_BELOVED_PR CROPS_PRODUCT FOCUS_300dpi_02.jpg

Partnering with cult artist, photographer, director Harmony Korine to create a new distinctive campaign, the star-studded outcome leaves not just an indelible impression but with much fashion and fun along the way.

Regular Gucci collaborator and pop superstar&nbsp;Harry Styles, wearing a black Jackie 1961, leads the way in this mish-mash of fashion fantasy and Hollywood celebrity culture.

Actress Dakota Johnson, and frontwoman of the Gucci Bloom fragrance launch campaign, totes along the Dionysus, too gets into fun and frolic with James Corden.

Actress and comedian <a href="https://www.youtube.com/watch?v=ejoE11s2te8">Awkwafina</a>, acting legend <a href="https://www.youtube.com/watch?v=uyaHuHmMaNg">Diane Keaton</a>, professional athlete and businesswoman <a href="https://www.youtube.com/watch?v=P4dKcMqT9UU">Serena Williams</a> and actress <a href="https://www.youtube.com/watch?v=7AFIPe4-aRg">Sienna Miller</a> round off the madcap adventures with their inimitable Gucci bags in tow.

Click on the names above to watch the respective #GucciBeloved episode.

Credits:

Creative Director: Alessandro Michele 
Art Director: Christopher Simmonds 
Photographer &amp; Director: Harmony Korine 
Make-up: Thomas De Kluyver 
Hair: Paul Hanlon

Gucci Dionysus bag

Gucci Horsebit 1955 bag

Gucci Jackie 1961 bag

Gucci GG Marmont bag

The handbags featured are part of the four Gucci Beloved Lines, a reference to the House&#39;s past and the way it defines its present. Each is designed by Michele with a contemporary approach to archival elements where the&nbsp;motifs and styles, so inherent and distinctly Gucci, become renewed in pieces that are created to be worn again and again, transcending seasons and trends.

Discover more of the bags and in depth <a href="https://www.lofficielmalaysia.com/fashion/eternal-flame-meet-the-guccibeloved-iconic-bags">here</a>.

&ldquo;I truly love and adore my handbags. Perhaps they will always be my greatest love, my favourite accessory. It was therefore natural for me to call some of the ones I created &lsquo;Beloved&rsquo;. The name comes from my own personal experience and my love for them,&rdquo; says Michele.

&nbsp;

Find out more on <a href="https://www.gucci.com/us/en/?utm_medium=geolocation&amp;utm_source=gucci-WW&amp;utm_campaign=page">gucci.com</a>.

Watch all episodes of the Gucci Beloved Talk Show here

Tags

Related Articles

Fashion

Rise up as "Champs" with the Longchamp x Emotionally Unavailable (EU) collab

Fashion

Get ready to glam up with the Bonia x Scha collection

Fashion

This KARL LAGERFELD x Amber Valletta K/Kushion bag has a story

Recommended posts for you

Arts, Culture & Lifestyle

LOFF After Hours: Treat yourself to festive menus and holiday stay in KL

Fashion

Greater Heights: Heels that complete your collection

Watches & Jewellery

Gilt Trippin’: Timepieces with exquisite gold embellishments

Personalities

Exclusive: aespa on their love for Chopard, Whiplash comeback and more

Watches & Jewellery

Samsung Galaxy Watch 7: The everyday hero of smartwatches

Fashion

Coach spreads the holiday joy all across Malaysia with immersive pop-ups

Fashion

Byeon Woo-seok joins Cartier as brand ambassador

Fashion

UNIQLO: C Curated Picks by Clare Waight Keller