Gucci recently released a new “Gucci Valigeria” advertising campaign, starring Hollywood heartthrob Ryan Gosling, embarking on an extraordinary magical journey with the Savoy luggage collection.
In this advertisement, creative director Alessandro Michele presents a dreamlike scene through the lens of photographer Glen Luchford, using a subversive narrative approach to explore the travel culture that is rich in brand history, transcending the boundaries between reality and fantasy.
The story follows the protagonist Ryan Gosling living in a dream adjacent to reality. He opens the door to the fantasy world through the “magic box” and enters another parallel universe of imagination, embarking on a journey of exploration in reality.
The Gucci Savoy collection is also a focal point of the advertisement. Ryan Gosling carries various sizes of luggage, including rolling suitcases, hard and soft shell suitcases, cylindrical bags, large leather trunks, hat boxes, and makeup cases, all designed with the GG monogram or Web stripe, blending timeless aesthetics with classic and fashionable elements, showcasing the brand’s unique style. The small space becomes a dreamy storage room, telling various possibilities.
The suitcase is not just a container for carrying luggage, but for creative director Alessandro Michele, “traveling with Gucci is never just a sensory experience. Gucci is a brand that accompanies artists, writers, actors, and Hollywood directors on their journeys… Therefore, I hope to tell a story through advertising campaigns: the protagonist crosses the ‘void’, which is a place that exists in the mind. His experiences resonate with Gucci’s past and present customers, who choose Gucci because they understand and value the creativity that can construct a fantasy world. This is why Gucci suitcases become magical boxes.”
In fact, travel itself is the root of Gucci’s history and tradition. In 1901, the brand’s founder, Guccio Gucci, who was only 17 years old, moved from Florence to London and worked as a bellboy at the Savoy Hotel, where international travelers stayed. It was there that he recognized the magic of travel. At that time, traveling was synonymous with exploration, communication, and learning. When he returned to Florence in 1921, he absorbed the travel concepts he had observed and studied during that time, and created the first batch of suitcases, trunks, travel bags, and hat boxes, establishing the brand. Since then, Gucci has provided travelers with the necessary containers, allowing them to embark on their journeys with their own identities and cultures, stepping into unfamiliar places, and seeking the unknown.
