The library · 2020 · Gucci
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A tailoring campaign without a catwalk, a studio or a single instruction to stand still. For Gucci’s men’s tailoring, Alessandro Michele sent Harmony Korine to Iggy Pop’s wood-clad 1970s house in the Hollywood Hills, put A$AP Rocky and Tyler, The Creator on the sofa next to him, and let the camera hang around. Shot just before lockdown, released in September 2020.
Nothing much happens, which is the point. A punk elder and two rappers forty-odd years his junior talk, lounge and drift through rooms in three-piece suits, while Iggy’s parrot, Biggy Pop, gets nearly as much screen time as the talent. Cerrone’s “Supernature” does the rest. The suits are never explained; they are simply worn by people who look like they would have worn them anyway.
It is casting as the concept. Put the godfather of punk and two rap stars from different corners of the genre in one room, and the product claim — tailoring is not your father’s uniform — is made before anyone says a word.
Credits
| Year | 2020 |
| Brand | Gucci — Men’s Tailoring |
| Starring | A$AP Rocky, Iggy Pop, Tyler, The Creator — and Biggy Pop, the parrot |
| Director & photography | Harmony Korine |
| Creative director | Alessandro Michele |
| Art director | Christopher Simmonds |
| Music | “Supernature” — Cerrone |
| Location | Iggy Pop’s house, Hollywood Hills |
| Production | — |
| Source | GUCCI on YouTube · Dazed · HERO |
Why it is in the libraryCasting does the copywriting: a punk elder and two rap stars on one sofa say more about modern tailoring than any line could.
