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The latest Gucci Tailoring AW18 advertising campaign plays with the British takeaway institution
Eduan R. Maggo
A man walks into a chippy with a chicken under his arm…
No, this is not the start of an elaborate joke; it’s seriously how Gucci’s latest tailoring campaign starring Harry Styles opens.
The English singer-songwriter and actor looks right at home in this Northern London setting, strolling nonplussed past a row of houses on a gloomy day wearing a gingham dressing gown as a coat over a pinstripe suit. He sports trendy bed hair, while a red necklace sits on his bare chest, allowing his tattoos to peek our from under the jacket. Three rings flash on each hand and cream tassel loafers and pastel pink socks complete the look. And the chicken, of course.
The AW18-19 ad campaign clip follows Styles into the corner fish and chip shop, where a diverse cast seem oblivious to the hilarity of the situation, apart from one surprised little girl.
Gucci creative director Alessandro Michele and art director Christopher Simmonds evoke a sense of 1960s-’70s nostalgia, filmed beautifully by Glen Luchford with a nod to British films and TV series from that era. The McCartney-Lennon penned Beatles classic Michelle, performed by Blac Rabbit, heightens the sense of immersion into the setting.
The campaign also includes a series of stills where Styles and the chicken are joined by dogs who also get to enjoy the fresh fare. The collection explores structured comfort wear, or relaxed formal wear. The clothes are contemporary, juxtaposed against the traditional elements of the location.
Standouts include a three-piece mohair suit of white, red and black houndstooth, complemented by a green check blanket; another features an ink-grey bee check.
A macro bird’s eye wool suit directly references the sportswear trend in formal fashion with NY Yankees patches on the breast, while a decorative dark wool mohair jacket speaks to the brand’s obsession with embroidery with an elaborate collar detail.
Styles strikes a relaxed fire in the tailoring collection, which is paired with formal shirts and ties, buttoned-up casual shirts, and moccasins, sandals and sneakers. The chicken, thankfully, is left unadorned.
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