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Play, friendship, passion, a tale of emancipated vanity, the shared vision of men’s tailoring as an instrument of avant-gardism to update male culture, the daily and functional use of a ‘dream wardrobe’.
The House presents the Gucci HA HA HA campaign, starring British singer-songwriter and actor Harry Styles, which captures moments of the human yearning for male transformation. It is the natural continuation of a shared creative adventure that began when Gucci creative director Alessandro Michele asked Styles to develop a ‘two-headed’ collection.
Launched in June 2022, Gucci HA HA HA – synonymous with the initials of b and ‘Alessandro’ – is a collection that symbolises the culmination of a creative journey of two born out of a deep bond of friendship.
“I am very happy to see this project come to fruition. I have known Alessandro for years and he has always been one of my favourite people. Watching him work always inspires me, so working on this collaboration with him has been very special,” says the Briton.
Now, the artist stars in a campaign for which he not only lends himself physically in face and body, but also lets his effusive emotionality come through as he assimilates all the ‘meanings’ intrinsic to the collection.
A fact evidenced by the way he plays with the scenic elements of everyday life: a chair, a plant or a sofa. And, even more so, by the gestural naturalness with which he handles accessories, without giving special importance to a hat or a bag. And it is precisely a bag, the Gucci Bamboo 1947, that is integrated into the campaign narrative as a paradigm of the renewal of the masculine world.
Gucci HA HA HA is the result of a game between two friends who decide to combine all the little quirks of their quasi-childish visions. This creative resource makes it possible for the tailored jackets, formal suits, Prince of Wales print coats and other pieces in the collection to reflect the speciality of a fashion that tends to manipulate symbols to transform them into elements of autonomy in favour of a cultural renewal and revolution.
The images and video, captured by the lens of Marck Borthwick, tell the story of this avant-garde adventure. The result of Harry Styles‘ interpretation, the collection showcases a masculine vanity free from the hypocrisy and false qualms dictated by convention. In image after image, Styles stages a theatrical piece that transforms the male wardrobe into a platform of freedom.