Gucci has conjured up a version of James Corden's late-night Hollywood talk show for its latest campaign, which features the likes of Sienna Miller, Dakota Johnson, Harry Styles and Serena Williams, shot by artist, photographer and director Harmony Korine.
"We decided to show the concept of ‘beloved’ 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," Gucci's creative director Alessandro Michele said of the campaign. "We went back in time to the original TV talk shows, where the protagonist is the bag itself, the big star."
Gucci has shot the stars being interviewed by Corden on an invented chat show with some intentionally awkward moments including Miller getting lost trying to find the stage and Styles and Corden awkwardly chatting backstage.
The bags are part of the four Gucci Beloved Lines, designs that are created to be worn again and again, transcending seasons and trends.
"I truly love and adore my handbags," Michele added. "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 ‘Beloved’. The name comes from my own personal experience and my love for them."
"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."
In need of some at-home inspiration? Sign up to our free weekly newsletter for skincare and self-care, the latest cultural hits to read and download, and the little luxuries that make staying in so much more satisfying.
Plus, sign up here to get Harper’s Bazaar magazine delivered straight to your door.
You Might Also Like